E-Commerce 2020-2021: Business, Technology and Society,

Title Page
Copyright Page
Preface
Brief Contents
Contents
Chapter 1 Introduction to E-commerce
	Learning Objectives
	Everything on Demand: The "Uberization" of E-Commerce
	1.1 The First Thirty Seconds: Why You Should Study E-commerce
	1.2 Introduction to E-commerce
		What Is E-commerce?
		The Difference Between E-commerce and E-business
		Technological Building Blocks Underlying E-commerce: the Internet, Web, and Mobile Platform
		Major Trends in E-commerce
	1.3 Unique Features of E-commerce Technology
		Ubiquity
		Global Reach
		Universal Standards
		Richness
		Interactivity
		Information Density
		Personalization and Customization
		Social Technology: User-generated Content and Social Networks
	1.4 Types of E-commerce
		Business-to-consumer (b2c) E-commerce
		Business-to-business (b2b) E-commerce
		Consumer-to-consumer (c2c) E-commerce
		Mobile E-commerce (m-commerce)
		Social E-commerce
		Local E-commerce
	1.5 E-commerce: a Brief History
		E-commerce 1995–2000: Invention
		E-commerce 2001–2006: Consolidation
		E-commerce 2007–present: Reinvention
		Assessing E-commerce: Successes, Surprises, and Failures
	1.6 Understanding E-commerce: Organizing Themes
		Technology: Infrastructure
		Business: Basic Concepts
		Society: Taming the Juggernaut
	1.7 Academic Disciplines Concerned with E-commerce
		Technical Approaches
		Behavioral Approaches
	1.8 Careers in E-commerce
		The Company
		Position: Category Specialist in the E-commerce Retail Program
		Qualifications/skills
		Preparing for the Interview
	1.9 Case Study
	1.10 Review
		key Concepts
		Questions
		Projects
		References
Chapter 2 E-commerce Infrastructure
	Learning Objectives
	Tech Titans Target a Prize: Bringing Internet Access to Rural India
	2.1 The Internet: Technology Background
		The Evolution of the Internet: 1961—the Present
		The Internet: Key Technology Concepts
		Packet Switching
		Transmission Control Protocol/internet Protocol (TCP/IP)
		IP Addresses
		Domain Names, DNS, and URLS
		Client/server Computing
		The Mobile Platform
		The Internet “cloud Computing” Model: Hardware and Software as a Service
		Other Internet Protocols and Utility Programs
	2.2 Internet Infrastructure and Access
		The Internet Backbone
		Campus/corporate Area Networks
		Mobile Internet Access
		Telephone-based Versus Computer Network-based Wireless Internet Access
		Other Innovative Internet Access Technologies: Drones, Balloons, and White Space
		The Internet of Things
		Who Governs the Internet?
	2.3 the Web
		Hypertext
		Markup Languages
		Hypertext Markup Language (html)
		Extensible Markup Language (xml)
		Web Servers and Clients
		Web Browsers
	2.4 the Internet and the Web: Features and Services
		Communication Tools
		E-mail
		Messaging Applications
		Online Message Boards
		Internet Telephony
		Video Conferencing, Video Chatting, and Telepresence
		Search Engines
		Downloadable and Streaming Media
		Web 2.0 Applications and Services
		Online Social Networks
		Blogs
		Wikis
		Virtual Reality and Augmented Reality
		Intelligent Digital Assistants
	2.5 Mobile Apps: the Next Big Thing Is Here
		Platforms for Mobile Application Development
		App Marketplaces
	2.6 Careers in E-commerce
		The Company
		Position: E-commerce Specialist
		Qualifications/skills
		Preparing for the Interview
	2.7 Case Study
	2.8 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 3 Building an E-commerce Presence
	Learning Objectives
	Scratch Builds an E-commerce Presence
	3.1 Imagine Your E-commerce Presence
		What’s the Idea? (the Visioning Process)
		Where’s the Money: Business and Revenue Model
		Who and Where Is the Target Audience?
		What Is the Ballpark? Characterize the Marketplace
		Where’s the Content Coming From?
		Know Yourself: Conduct a Swot Analysis
		Develop an E-commerce Presence Map
		Develop a Timeline: Milestones
		How Much Will This Cost?
	3.2 Building an E-commerce Presence: a Systematic Approach
		The Systems Development Life Cycle
		Systems Analysis/planning: Identify Business Objectives, System Functionality, and Information Requirements
		System Design: Hardware and Software Platforms
		Building the System: In-house Versus Outsourcing
		Testing the System
		Implementation, Maintenance, and Optimization
		Alternative Web Development Methodologies
	3.3 Choosing Software
		Simple Versus Multi-tiered Website Architecture
		Web Server Software
		Site Management Tools
		Dynamic Page Generation Tools
		Application Servers
		E-commerce Merchant Server Software Functionality
		Online Catalog
		Shopping Cart
		Credit Card Processing
		Merchant Server Software Packages (e-commerce Software Platforms)
		Choosing an E-commerce Software Platform
	3.4 Choosing Hardware
		Right-sizing Your Hardware Platform: the Demand Side
		Right-sizing Your Hardware Platform: the Supply Side
	3.5 Other E-commerce Site Tools
		Website Design: Basic Business Considerations
		Tools for Search Engine Optimization
		Tools for Interactivity and Active Content
		Common Gateway Interface (CGI)
		Active Server Pages (ASP) and Asp.net
		Java, Java Server Pages (JSP), and Javascript
		Activex and Vbscript
		Coldfusion
		Php, Ruby on Rails (ROR), and Django
		Other Design Elements
		Personalization Tools
		The Information Policy Set
	3.6 Developing a Mobile Website and Building Mobile Applications
		Planning and Building a Mobile Presence
		Mobile Presence: Design Considerations
		Cross-platform Mobile App Development Tools
		Mobile Presence: Performance and Cost Considerations
	3.7 Careers in E-commerce
		The Company
		Position: UX Designer
		Qualifications/skills
		Preparing for the Interview
	3`8 Case Study
	3.9 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 4 E-commerce Security and Payment Systems
	LearningObjective
	The Rise of the Global Cyberattack : Wannacry and Notpetya
	4.1 the E-commerce Security Environment
		The Scope of the Problem
		The Underground Economy Marketplace: the Value of Stolen Information
		What Is Good E-commerce Security?
		Dimensions of E-commerce Security
		The Tension Between Security and Other Values
		Security Versus Ease of Use
		Public Safety and the Criminal Uses of the Internet
	4.2 Security Threats in the E-commerce Environment
		Malicious Code
		Potentially Unwanted Programs (pups)
		Phishing
		Hacking, Cybervandalism, and Hacktivism
		Data Breaches
		Credit Card Fraud/theft
		Identity Fraud
		Spoofing, Pharming, and Spam (junk) Websites
		Sniffing and Man-in-the-middle Attacks
		Denial of Service (dos) and Distributed Denial of Service (ddos) Attacks
		Insider Attacks
		Poorly Designed Software
		Social Network Security Issues
		Mobile Platform Security Issues
		Cloud Security Issues
		Internet of Things Security Issues
	4.3 Technology Solutions
		Protecting Internet Communications
		Encryption
		Symmetric Key Cryptography
		Public Key Cryptography
		Public Key Cryptography Using Digital Signatures and Hash Digests
		Digital Envelopes
		Digital Certificates and Public Key Infrastructure (PKI)
		Limitations of PKI
		Securing Channels of Communication
		Secure Sockets Layer (ssl) and Transport Layer Security (TLS)
		Virtual Private Networks (VPNS)
		Wireless (WI-FI) Networks
		Protecting Networks
		Firewalls
		Proxy Servers
		Intrusion Detection and Prevention Systems
		Protecting Servers and Clients
		Operating System Security Enhancements
		Anti-virus Software
	4.4 Management Policies, Business Procedures, and Public Laws
		A Security Plan: Management Policies
		The Role of Laws and Public Policy
		Private and Private-public Cooperation Efforts
		Government Policies and Controls on Encryption
	4.5 E-commerce Payment Systems
		Online Credit Card Transactions
		Credit Card E-commerce Enablers
		Pci-dss Compliance
		Limitations of Online Credit Card Payment Systems
		Alternative Online Payment Systems
		Mobile Payment Systems: Your Smartphone Wallet
		Blockchain and Cryptocurrencies
	4.6 Electronic Billing Presentment and Payment
		Market Size and Growth
		Ebpp Business Models
	4.7 Careers in E-commerce
		The Company
		The Position: Cybersecurity Threat Management Team Trainee
		Qualifications/skills
		Preparing for the Interview
	4.8 Case Study
	4.9 Review
		Keyconcepts
		Questions
		Projects
		References
Chapter 5 E-commerce Business Strategies
	Learning Objectives
	Australia's Canva Grows from Startup to Super Unicorn
	5.1 E-commerce Business Models
		Introduction
		Eight Key Elements of a Business Model
		Value Proposition
		Revenue Model
		Market Opportunity
		Competitive Environment
		Competitive Advantage
		Market Strategy
		Organizational Development
		Management Team
		Raising Capital
		Categorizing E-commerce Business Models: Some Difficulties
	5.2 Major Business-to-consumer (B2C) Business Models
		E-tailer
		Community Provider
		Content Provider
		Portal
		Transaction Broker
		Market Creator
		Service Provider
	5.3 Major Business-to-business (b2b) Business Models
		E-distributor
		E-procurement
		Exchanges
		Industry Consortia
		Private Industrial Networks
	5.4 How E-commerce Changes Business: Strategy, Structure, and Process
		Industry Structure
		Industry Value Chains
		Firm Value Chains
		Firm Value Webs
		Business Strategy
		E-commerce Technology and Business Model Disruption
	5.5 Careers in E-commerce
		The Company
		Position: Assistant Manager of E-business
		Qualifications/skills
		Preparing for the Interview
	5.6 Case Study
	5.7 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 6 E-commerce Marketing and Advertising
	Learning Objectives
	Inmobi's Global Mobile Ad Network
	6.1 Consumers Online: the Internet Audience and Consumer Behavior
		Internet Traffic Patterns: the Online Consumer Profile
		Intensity and Scope of Usage
		Demographics and Access
		Type of Internet Connection: Broadband and Mobile Impacts
		Community Effects: Social Contagion in Social Networks
		Consumer Behavior Models
		The Online Purchasing Decision
		Shoppers: Browsers and Buyers
		What Consumers Shop for and Buy Online
		Intentional Acts: How Shoppers Find Vendors Online
		Why Some People Don’t Shop Online
		Trust, Utility, and Opportunism in Online Markets
	6.2 Digital Commerce Marketing and Advertising Strategies and Tools
		Strategic Issues and Questions
		The Website as a Marketing Platform: Establishing the Customer Relationship
		Traditional Online Marketing and Advertising Tools
		Search Engine Marketing and Advertising
		Display Ad Marketing
		E-mail Marketing
		Affiliate Marketing
		Viral Marketing
		Lead Generation Marketing
		Social, Mobile, and Local Marketing and Advertising
		Multi-channel Marketing: Integrating Online and Offline Marketing
		Other Online Marketing Strategies
		Customer Retention Strategies
		Pricing Strategies
		Long Tail Marketing
	6.3 Internet Marketing Technologies
		The Revolution in Internet Marketing Technologies
		Web Transaction Logs
		Supplementing the Logs: Cookies and Other Tracking Files
		Databases, Data Warehouses, Data Mining, and Big Data
		Databases
		Data Warehouses and Data Mining
		The Challenge of Big Data
		Marketing Automation and Customer Relationship Management (crm) Systems
	6.4 Understanding the Costs and Benefits of Online Marketing Communications
		Online Marketing Metrics: Lexicon
		How Well Does Online Advertising Work?
		The Costs of Online Advertising
		Marketing Analytics: Software for Measuring Online Marketing Results
	6.5 Careers in E-commerce
		The Company
		The Position: Digital Marketing Assistant
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	6.6 Case Study
	6.7 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 7 Social, Mobile, and Local Marketing
	Learning Objectives
	Pinterest Expands Around the Globe
	7.1 Introduction to Social, Mobile, and Local Marketing
		From Eyeballs to Conversations
		From the Desktop to the Smartphone and Tablet
		The Social, Mobile, Local Nexus
	7.2 Social Marketing
		Social Marketing Players
		The Social Marketing Process
		Facebook Marketing
		Basic Facebook Features
		Facebook Marketing Tools
		Starting a Facebook Marketing Campaign
		Measuring Facebook Marketing Results
		Twitter Marketing
		Basic Twitter Features
		Twitter Marketing Tools
		Starting a Twitter Marketing Campaign
		Measuring Twitter Marketing Results
		Pinterest Marketing
		Basic Pinterest Features
		Pinterest Marketing Tools
		Starting a Pinterest Marketing Campaign
		Measuring Pinterest Marketing Results
		Marketing on Other Social Networks: Instagram, Snapchat, and Linkedin
		The Downside of Social Marketing
	7.3 Mobile Marketing
		Overview: M-commerce Today
		How People Actually Use Mobile Devices
		In-app Experiences and In-app Ads
		How the Multi-screen Environment Changes the Marketing Funnel
		Basic Mobile Marketing Features
		The Technology: Basic Mobile Device Features
		Mobile Marketing Tools: Ad Formats
		Starting a Mobile Marketing Campaign
		Measuring Mobile Marketing Results
	7.4 Local and Location-based Mobile Marketing
		The Growth of Local Marketing
		The Growth of Location-based (local) Mobile Marketing
		Location-based Marketing Platforms
		Location-based Mobile Marketing: the Technologies
		Why Is Location-based Mobile Marketing Attractive to Marketers?
		Location-based Marketing Tools
		A New Lexicon: Location-based Digital Marketing Features
		Proximity Marketing with Beacons
		Starting a Location-based Marketing Campaign
		Measuring Location-based Marketing Results
	7.5 Careers in E-commerce
		The Company
		The Position: Social Media Associate
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	7.6 Case Study
	7.7 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 8 Ethics, Law, and E-commerce
	Learning Objectives
	The Right to Be Forgotten: Europe Leads on Internet Privacy
	8.1 Understanding Ethical, Social, and Political Issues in E-commerce
		A Model for Organizing the Issues
		Basic Ethical Concepts: Responsibility, Accountability, and Liability
		Analyzing Ethical Dilemmas
		Candidate Ethical Principles
	8.2 Privacy and Information Rights
		What Is Privacy?
		Privacy in the Public Sector: Privacy Rights of Citizens
		Privacy in the Private Sector: Privacy Rights of Consumers
		Information Collected by E-commerce Companies
		Key Issues in Online Privacy of Consumers
		Marketing: Profiling, Behavioral Targeting, and Retargeting
		Social Networks: Privacy and Self Revelation
		Mobile Devices: Privacy Issues
		Consumer Privacy Regulation and Enforcement: the U.s. Federal Trade Commission
		Consumer Privacy Regulation: the U.s. Federal Communications Commission (fcc)
		Privacy and Terms of Use Policies
		Privacy Protection in Europe: the General Data Protection Regulation (gdpr)
		Industry Self-regulation
		Technological Solutions
		Privacy Protection as a Business
		Privacy Advocacy Groups
		Limitations on the Right to Privacy: Law Enforcement and Surveillance
	8.3 Intellectual Property Rights
		Types of Intellectual Property Protection
		Copyright: the Problem of Perfect Copies and Encryption
		Fair Use Doctrine
		The Digital Millennium Copyright Act of 1998
		Copyright Protection in the European Union
		Patents: Business Methods and Processes
		E-commerce Patents
		Trademarks: Online Infringement and Dilution
		Trademarks and the Internet
		Cybersquatting and Brandjacking
		Cyberpiracy
		Metatagging
		Keywording
		Linking
		Framing
		Trade Secrets
		Challenge: Balancing the Protection of Property with Other Values
	8.4 Governance
		Can the Internet Be Controlled?
		Taxation
		Net Neutrality
		Antitrust, Monopoly, and Market Competition in the Internet Era
	8.5 Public Safety and Welfare
		Protecting Children
		Cigarettes, Gambling, and Drugs: Is the Web Really Borderless?
	8.6 Careers in E-commerce
		The Company
		Position: E-commerce Privacy Research Associate
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	8.7 Case Study
	8.8 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 9 Online Media
	Learning Objectives
	Spotify and Deezer: European Streaming Music Services Spread Around the Globe
	9.1 Online Content
		Content Audience: Where Are the Eyeballs?
		Content Market: Entertainment and Media Industry Revenues
		Online Content: Consumption, Revenue Models, and Revenue
		Digital Rights Management (drm) and Walled Gardens
		Media Industry Structure
		Media Convergence: Technology, Content, and Industry Structure
		Technological Convergence
		Content Convergence
		Industry Structure Convergence
	9.2 the Online Publishing Industry
		Online Newspapers
		From Print-centric to Digital First: the Evolution of Newspaper Online Business Models
		Online Newspaper Industry: Strengths and Challenges
		Magazines Rebound on the Digital Platform
		E-books and Online Book Publishing
		Amazon and Apple: the New Digital Media Ecosystems
		E-book Business Models
		Interactive Books: Converging Technologies
	9.3 the Online Entertainment Industry
		Home Entertainment: Television and Movies
		Music
		Games
	9.4 Careers in E-commerce
		The Company
		Position: Digital Audience Development Specialist
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	9.5 Case Study
	9.6 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 10 Online Communities
	Learning Objectives
	Linked in: A Tale of Two Countries
	10.1 Social Networks and Online Communities
		What Is an Online Social Network?
		The Growth of Social Networks and Online Communities
		Turning Social Networks into Businesses
		Types of Social Networks and Their Business Models
		Social Network Technologies and Features
	10.2 Online Auctions
		Benefits and Costs of Auctions
		Benefits of Auctions
		Risks and Costs of Auctions
		Auctions as an E-commerce Business Model
		Types and Examples of Auctions
		When to Use Auctions (and for What) in Business
		Auction Prices: Are They the Lowest?
		Consumer Trust in Auctions
		When Auction Markets Fail: Fraud and Abuse in Auctions
	10.3 E-commerce Portals
		The Growth and Evolution of Portals
		Types of Portals: General-purpose and Vertical Market
		Portal Business Models
	10.4 Careers in E-commerce
		The Company
		Position: Social Marketing Specialist
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	10.5 Case Study
	10.6 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 11 E-commerce Retail and Services
	Learning Objectives
	Souq.com: The Amazon of the Middle East gets Acquired by Amazon
	11.1 the Online Retail Sector
		The Retail Industry
		Online Retailing
		E-commerce Retail: the Vision
		The Online Retail Sector Today
	11.2 Analyzing the Viability of Online Firms
		Strategic Analysis
		Financial Analysis
	11.3 E-commerce in Action: E-tailing Business Models
		Virtual Merchants
		The Vision
		Business Model
		Financial Analysis
		Strategic Analysis—business Strategy
		Strategic Analysis—competition
		Strategic Analysis—technology
		Strategic Analysis—social and Legal Challenges
		Future Prospects
		Omni-channel Merchants: Bricks-and-clicks
		Catalog Merchants
		Manufacturer-direct
		Common Themes in Online Retailing
	11.4 the Service Sector: Offline and Online
	11.5 Online Financial Services
		Fintech
		Online Banking and Brokerage
		Multi-channel Vs. Pure Online Financial Services Firms
		Financial Portals and Account Aggregators
		Online Mortgage and Lending Services
		Online Insurance Services
		Online Real Estate Services
	11.6 Online Travel Services
		Why Are Online Travel Services So Popular?
		The Online Travel Market
		Online Travel Industry Dynamics
	11.7 Online Career Services
		It’s Just Information: the Ideal Web Business?
		Online Recruitment Industry Trends
	11.8 On-demand Service Companies
	11.9 Careers in E-commerce
		The Company
		Position: Associate, E-commerce Initiatives
		Qualifications/skills
		Preparing for the Interview
		Possible First Interview Questions
	11.10 Case Study
	11.11 Review
		Key Concepts
		Questions
		Projects
		References
Chapter 12 B2b E-commerce
	Learning Objectives
	Alibaba: China's E-commerce King
	12.1 an Overview of B2b E-commerce
		Some Basic Definitions
		The Evolution of B2B E-commerce
		The Growth of B2B E-commerce
		Potential Benefits and Challenges of B2B E-commerce
	12.2 the Procurement Process and Supply Chains
		Steps in the Procurement Process
		Types of Procurement
		Multi-tier Supply Chains
		Visibility and Other Concepts in Supply Chain Management
		The Role of Existing Legacy Computer Systems and Enterprise Systems in Supply Chains
	12.3 Trends in Supply Chain Management and Collaborative Commerce
		Just-in-time and Lean Production
		Supply Chain Simplification
		Supply Chain Black Swans: Adaptive Supply Chains
		Accountable Supply Chains: Labor Standards
		Sustainable Supply Chains: Lean, Mean, and Green
		Electronic Data Interchange (edi)
		Mobile B2b
		B2b in the Cloud
		Supply Chain Management Systems
		Blockchain and Supply Chain Management
		Collaborative Commerce
		Collaboration 2.0: Cloud, Web, Social, and Mobile
		Social Networks and B2b: the Extended Social Enterprise
		B2b Marketing
	12.4 Net Marketplaces: the Selling Side of B2b
		Characteristics of Net Marketplaces
		Types of Net Marketplaces
		E-distributors
		E-procurement
		Exchanges
		Industry Consortia
	12.5 Private Industrial Networks
		Objectives of Private Industrial Networks
		Private Industrial Networks and Collaborative Commerce
		Implementation Barriers
	12.6 Careers in E-commerce
		The Company
		Position: Junior Supply Chain Analyst
		Qualifications/skills
		How to Prepare for the Interview
		Possible First Interview Questions
	12.7 Case Study
	12.8 Review
		Key Concepts
		Questions
		Projects
		References
Index