Coordinating Internet Sales with Other Channels (eBook)

Dr. Andreas Pinterits promovierte bei Univ.-Prof. Dr. Dr. h.c. Hans Robert Hansen am Institut für BWL und Wirtschaftsinformatik der Wirtschaftsuniversität Wien. Er ist als Consultant bei Deloitte tätig.

Foreword 7
Acknowledgements 9
Contents 10
List of Figures 14
List of Tables 17
Chapter 1 Introduction 19
1.1 Research question 20
1.2 Structure of the work 22
Chapter 2 E-commerce multichannel retailing 25
2.1 E-commerce business models 27
2.2 Design of distribution channels 31
2.3 Coordination of distribution channels and utilization of synergies 38
Chapter 3 Performance measurement 47
3.1 The evolution of performance measurement systems 48
3.2 Requirements in modern performance measurement frameworks 50
3.3 State of the art of performance measurement frameworks 54
3.4 Success of e-commerce companies 62
3.5 Performance measures for e-commerce multichannel retailers 71
Chapter 4 Methodology - a structured approach for designing the model 82
4.1 Design science 82
4.2 The ARIS framework 84
4.3 Used modeling tools 88
Chapter 5 Performance measurement model for e-commerce multichannel retailing 92
5.1 General model of the performance measurement system 93
5.2 Selected performance measures for e-commerce multichannel retailers 119
Chapter 6 Demonstration of the performance measurement system model 147
6.1 Customizing the measurement system 148
6.2 Using the system for planning performance 149
6.3 Measuring performance and interpretation of the values 159
Chapter 7 Summary and discussion of results 169
Appendix A Demonstration table de.nition and queries 175
Appendix B R sourcecode for demonstration migration model estimation 185
Bibliography 190

Chapter 5 Performance measurement model for e-commerce multichannel retailing (S. 75-76)

In this chapter the insights of the preceding chapters are used to create a prototype of a performance measurement system. The model is designed in the form of a requirements de.nition in the scope of the ARIS methodology, which was presented in chapter 4.2. The model is split into two parts: the general model and the requirements engineering of selected performance measures. The idea of the general model is to plot the abstract design of an information system which is capable of ful.lling the needs of a multichannel retailing company with an e-commerce channel. The general model does not include concrete speci.ed performance measures.

It rather mages a suggestions for the overall design of such a model. It incorporates previously identi.ed success factors and treats them as perspectives for performance measurement. For this attribute the general model can be compared with other popular performance measurement frameworks like the balanced scorecard, which also provides the structure and recommends different scopes [KaNo92, KaNo93]. The approach of this work differs from other performance measurement frameworks in the following points: the general model focuses on issues and facilities of the coordination of sales and distribution channels. Moreover, one channel is appointed as electronic commerce channel. The comparability of measures in such a context is discussed in the output section.

The discussion remains on the level of success factors and does not involve single speci.c measures. Another fundamental feature of the general model is the treatment of performance measurement as an information system. A formalized model of this information system is established. The differences to other frameworks are for the greater part a result of the focus on multichannel retailing and its coordination problems. While other frameworks try to cover performance measurement systems for the whole company, this model focuses on multichannel retailers and contains speci.c features which are not applicable for other types of companies.

The selected performance measures expand the general model by a small assortment of speci.c measures. One goal of this chapter is to show how speci.c measures may be .tted into the general model. The other goal is to construct and describe performance measures which are peculiarly interesting for hybrid e-commerce companies. The goal is not to describe a complete recommended set of measures for multichannel retailers, as every company has its own requirements regarding performance measurement.

The selection of adequate measures has to be done by the company itself at the stage of establishing a performance measurement system. This can be argued with the recommendation to derive performance measures from company objectives cf. [Glob85], which are unique for every company. In terms of management information systems, the performance measurement system has to be customized, just like business-oriented standard software.