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Electronic Commerce in der Schweiz: Lehren aus Fallbeispielen
[Electronic Commerce: Case Studies from Switzerland]

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Author Info
Harabi, Najib
Hespeler, Frank

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Abstract

Das Ziel des folgenden Papiers besteht darin, erstens die Ergebnisse der Fallstudien im Bereich Electronic Commerce in der Schweiz zusammenzufassen und zweitens, wichtige Lehren aus diesen „Case studies“ zu ziehen. Folgende wichtigste Lehren zur optimalen Praxis von E-Commerce lassen sich zusammentragen: • Strategische Partnerschaften traditioneller Unternehmen mit Firmen des ICT-Sektors erleichtern den Markteinstieg und können dazu beitragen, Investitionsrisiken durch Teilen der Kosten für die einzelnen Partner zu reduzieren. Auf diese Weise kann auch kleinen Unternehmen ein Markteintritt gelingen. • Die organisatorische Trennung von E-Commerce und anderen Distributionskanälen bzw. Geschäftsbereichen erweist sich als eine notwendige Bedingung für einen nachhaltigen Erfolg und eine Etablierung des neuen Geschäftsfeldes innerhalb traditioneller Unternehmen. • Besonders geeignet für E-Commerce sind Basisprodukte bzw. Basisdienstleistungen, die an die individuellen Präferenzen des Kunden angepasst werden können. Diese können dazu dienen, langfristige Kundenbeziehungen aufzubauen, die ein späteres Angebot von Mehrwertdiensten ermöglichen (Customized Products). • In kleineren Betrieben stellt vor allem die persönliche Motivation einzelner leitender Mitarbeitenden die Grundlage der Einführung von E-Commerce dar. • Finanzielle Erfolge stellen nicht den einzigen Ertrag von E-Commerce dar. Wichtig sind auch Image-, Publizitätsgewinne, Einsparungspotentiale und strategische Optionen. Daneben können mögliche Monopolstellungen ebenfalls zu positiven Effekten des E-Commerce beitragen.

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Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 4444.

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Date of creation: Feb 2001
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Handle: RePEc:pra:mprapa:4444

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Related research
Keywords: Electronic Commerce Electronic Business Swiss firms Switzerland

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Find related papers by JEL classification:
D21 - Microeconomics - - Production and Organizations - - - Firm Behavior
L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production

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