Internet Commerce Metrics and Models in the New Era of Accountability

Internet Commerce Metrics and Models in the New Era of Accountability

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This book gives e-Commerce entrepreneurs and decision-makers a comprehensive, up-to-date framework for understanding Internet business models -- and a complete set of metrics for evaluating them. Sridhar Jagannathan identifies "atomic" business models that serve as "building blocks" for constructing, understanding, and analyzing complex e-business environments. Jagannathan's five-stack model consists of four horizontal stacks -- platform, content, community and commerce -- combined with a vertical "services" stack that provides value to each horizontal stack. Using this framework, Jagannathan constructs a complete business model for an e-Commerce store, analyzing the economic consequences of key management choices, and providing detailed metrics executives can use in analyzing the consequences of their own decisions. For all e-Commerce entrepreneurs, corporate managers, financial professionals, and consultants.
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Product details

  • Paperback | 416 pages
  • 175.26 x 231.14 x 30.48mm | 771.1g
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • w. figs.
  • 0130281867
  • 9780130281869

Table of contents


1. Introduction.

Evolving E-Commerce. Changing Business Models. Connectivity. Business to Consumer (B2C) Commerce. Business to Business (B2B) Commerce. The Intersection of Content and Community. The Emergence of Marketplaces. Price and Pricing Mechanisms. Emergence of Services: Outsourcing as a Way of Life. Customer Acquisition. Goals and Objectives of This Book. Power Tools for the Online Business. Organization of the Book.

2. The Five Stack E-Commerce Model.

The Role of Context. The Internet Platform Stack. IT Platform. Network Platform. Software Platform. Business Platform. The Content Stack. Static Content. Dynamic Content. News. Interactive Content. The Community Stack. Community Elements. Types of Communities. The Business Community. Consumer Community. The Commerce Stack. Big Businesses. Small/Medium Enterprises (SMEs). Community. Individuals. Business-to-Business. Business-to-Consumer. Consumer-to-Consumer. Methods of Commerce. Direct Commerce. The Service Providers.

3. The Internet Platform.

Physical Infrastructure. Facilities. Furnishings. Communications. Infrastructure Example. The Network Infrastructure. Network Layout. Firewall. Routers and Switches. Network Connectivity. Computer Hardware. Outsourcing Server Functionality. Software. Office Software. Enterprise Software. Baseline Measurement for CFA. Application Service Provider. Baseline Measurement for Evaluating ASPs. Illustrative Scenario for an ASP Implementation. E-Commerce Platform. Attraction. Interaction. Transaction. Meeting Content Management Needs. Merchandising. Baseline Measurements for Merchandising. Navigation. Customization. Baseline Measurements for Personalization. Baseline Measurements for Customization. Baseline Measurements for Need. Example: E-Commerce Platform Costs for a B2C Store. E-Commerce Enterprise Architecture. E-Commerce Software Environments. Ten Rules for Choosing and Operating the Internet Platform.

4. The Content Stack.

Content is Valuable. The Nature of Content. Static Online Content. Dynamic Online Content. Interactive Online Content. An Online Health Site. An Online Entertainment Site. Content Production. Content Sources. Content Management. Content Distribution. Content Aggregation. Content Technology. Content Standards. XML: Facilitating Information Exchange. XML Jargon. Content Management Tools. Content Delivery. Top 10 Questions for Evaluating Content Appropriateness.

5. The Community Stack.

Elements of a Community. The Target Audience. Enabling Interactivity. Monetizing Membership. Community: The Four Dimensions. Assets and Key Drivers. Characteristics of Online Communities. Cost Structures of Online Communities. Revenue Structures of Online Communities. Top 10 Rules for Setting up Online Communities.

6. The Commerce Stack.

The E-commerce Environment. Stores. Role of Offline Retailers. The Hybrid Store of the Future. Marketplaces. Buyer-Centricity. Seller-Centricity. Characteristics of Exchanges. Vertical and Horizontal Exchanges. Pricing on Exchanges. Ecosystems. The Value Stack. CommerceOne. Ariba Commerce Platform.

7. Pricing Models on the Web.

Pricing. The Nature of Markets and Determination of Pricing. Fixed Price. Name Your Price (Bid/Ask). Negotiated Pricing. Auctions. Barter. Dynamic Exchanges.

8. Customer Acquisition Models for E-Commerce.

Basics of Branding. Branding on the Internet. Direct Marketing. Permission Marketing. Affiliate Marketing. Affiliate Marketing Network. Internet Advertising. Characteristics of Online Advertising. Value Considerations. Revenue Basis. Types of Advertising. Analysis of Marketing Effectiveness. Marketing Campaign Elements. Sample Analysis.

9. Application of Business Models.

Business Structure. Evolution of Business Strategy. Strategy: Understanding the Industry. Understanding One's Own Company. Setting the Basis for Change in Strategy. Effective Implementation of Strategy. Business Process Mapping. Choices, Controls, and Consequences. Choices. Controls. Consequences. Modeling an E-Commerce Store. Industry Analysis. Business Process Mapping. Modeling Strategy. Platform Choices. Content Production. Community Development. Commerce Platform. Resource Utilization. Operations Staffing. Customer Acquisition. Customer Acquisition Costs. Enterprise Modeling. Modeling Scenarios and Assumptions. Objectives of Modeling. Results of Modeling. Conclusions.


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About Sri Jagannathan

SRIDHAR JAGANNATHAN is currently the Vice President of Technology for Softbank Emerging Markets with responsibilities for technical due diligence. Prior to working at Softbank, Sridhar was the co-founder and CTO of an e-commerce company and served as Technical Director, Internet and E-Commerce Solutions Group at Oracle Corporation. Sridhar has a doctorate from the University of California, Berkeley and a Master's degree from the Stanford Graduate School of Business.

JAY SRINIVASAN is an e-business consultant specializing in industry and market research and has consulted with companies in the B2B market. He was formerly a senior consultant with a Big Five consulting firm and worked for many years in the healthcare industry.

JERRY L. KALMAN is an entrepreneur and writer/lecturer in electronic commerce. In addition to starting three firms and serving on the board of directors of several software and Internet companies, he also teaches electronic commerce at the Singapore Institute of Management and the University of California, Irvine extension program.
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