Dr. Ralph Oliva
Professor of Marketing
Executive Director, ISBM
Penn State

The Tools of eBusiness Didn't Die with the "Dot.coms"

The shakeout of the Dot.coms has proven that eBusiness is still business: The real, profitable "action" in eBusiness is going on inside industrial firms. Leading firms are understanding that their markets, competitive environment, and methods of value creation can all be profitably changed through eBusiness approaches. This seminar introduces proven tools for thinking through eBusiness opportunities; and a portfolio approach to building and implementing an eBusiness strategy.

Objectives

Participants will:

• Better understand how eBusiness is changing business markets and creating new profitable options.
• Develop understanding in how the nature of business and strategy can be changed in the Digital/Networked MarketSpace: moving beyond building cost savings and efficiency toward the creation of new value.
• Better handle and navigate online dynamic auction situations.
• Be able to use frameworks to analyze the new sorts of exchange processes becoming possible.
• Gain experience with proven tools for eBusiness strategy, planning and implementation.
• Know the key issues and be better able to navigate the eBusiness legal environment.
  
  

Who Should Attend

General business managers; marketing, sales, and financial managers wishing to gain an understanding of eBusiness and its impact on their enterprise. (Note: This is not a technology course, or "how to build your own Web site." It is for managers implementing eBusiness strategy.)

Content

Building eBusiness Management Perspective:

• Frameworks for thinking
• The Digital/Networked Convergence
• "MarketSpace" ^TM
• Business model experiments
• eMediation
• eMarkets and their differences

Case study: The Rise and Fall of Chemdex.com

eBusiness Planning—Step-by-Step:

• Assembling the right team
• Net readiness evaluation
• The fast audit process
• Value-chain brainstorming
• Building a strategy portfolio
• Prioritizing initiatives
• Approaches to implementation

Case study: FreeMarkets Online and Dynamic Price Discovery

• Strategies: What to do before, during and after an online bidding event

eBusiness Models:

• Key dimensions/issues/questions
• Sample business model
• Financial risk/reward analysis
• Keys to profitability

Tools/Tips/Tricks: eBusiness Implementation

• The converging economy
• Internal marketing
• The eBusiness landscape
• Disruptive change strategies

Summary Planning Exercise

Format

This two-day seminar will meet from 8:30 a.m. to 5:00 p.m. each day, and use a mix of lectures, Web site reviews, discussion, case work, and practice with proven tools and planning frameworks from key eBusiness leaders.

Many of the tools and techniques introduced in this seminar have been proven in eBusiness coaching with ISBM members, and by Dr. Amir Hartman of Cisco Systems. Each student will receive a copy of Dr. Hartman's important and practical book Net Ready for use in their practice.

Instructor

Dr. Ralph A. Oliva is professor of marketing at Penn State, and executive director of the ISBM. Previously, he was team leader for the Texas Instruments Web site, and is founder of the ISBM Business Marketing Web Consortium.

He has coached eBusiness strategy at several ISBM member firms, and teaches eBusiness at the second year MBA level at Penn State. He is part of a research team investigating how the emergence of eBusiness is creating change in businesses and markets.

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu