Considering Internet only as a selling/distribution
medium
After a while, Internet's commercial element becomes
obvious, notably by means of the increasing number of
articles on electronic commerce, and arouses an interest
on the part of sales or communication directors. It's
possible to sell and communicate by Internet, so consequently
the sales department is involved, as they see a additional
independent distribution channel. The involvement of this
department in the project (which may go so far as taking
over the whole thing), produces much better results, on
condition that the project's managers bear in mind that
electronic commerce doesn't obey the same rule as traditional
commerce.
But putting the communications or sales department in
change is not the answer, if they see Internet only as
an additional distribution channel, since Internet must
form an integral part of global sales strategy.
Using Internet as a means to reinforce the company's
existing activity in its existing markets
Because this demands a total re-evaluation on an intellectual
level, and a challenge of the company's organisation,
those responsible for Internet projects often confine
themselves to developing Websites which allow them to
work with the same clients as in the real world, to whom
they propose the same products and services adapted for
the cyber-world.
And yet the American and French success-stories of electronic
commerce tend to show that Internet functions most efficiently
when thought is given to choosing or adapting the products
sold on it, and to define the existing and new targets
that can be achieved. To give an example, many small companies
have begun to sell local products throughout Asia by Internet,
whereas before they had not been able to reach this region
because of the heavy financial investment needed. In the
same way, companies which previously limited their services
to big accounts, because of their high prices, have begun
to commercialise their knowledge and develop the number
of small businesses on their books. This is particularly
true in the advisory field.
One of the difficult balances to strike in the world
of electronic commerce is to hold on to customers who
decide not to turn to electronic commerce, to help those
to decide to take the leap by offering them new services,
and at the same time to conquer new markets with existing
or innovative products.
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