Web Business Engineering: Using Offline Activities to Drive Internet Strategies

Nick V. Flor

Web Business Engineering: Using Offline Activities to Drive Internet Strategies

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Description

Build business Web sites that add real value and deliver sustainable competitive advantage!

  • The first step-by-step guide to analyzing business processes and adapting them for the Web.
  • Helps Web developers integrate today's newest technologies with today's best management practices.
  • Practical coverage for B2B, B2C, and beyond.
Many Web developers have powerful technical skills, but limited understanding of business processes; conversely, many managers understand business processes intimately, but do not understand how to leverage Web technologies to improve them. This book bridges the gap, giving technical professionals and managers a systematic approach for analyzing their offline processes and identifying the best opportunities to add value through Web technology. Every business offers a goldmine of opportunities for using Web technology to increase revenue and reduce costs -- but every business is different. This is the first book to help you identify your opportunities -- and act on them. Web Business Engineering starts with a quick primer designed to help Web developers think about business the way managers do. Next, it shows how to map business processes and build "value models" that depict their costs and benefits; and, using these maps, identify key opportunities for adding value with Web technologies. Flor shows how to discover innovative ways to use the Web that go far beyond supporting existing business activities.

Nick V. Flor is Professor of Information Systems at Carnegie Mellon University's top-ranked Techno-MBA school, the Graduate School of Industrial Administration, and Director of the FlexMode distance education program. He was the first professor at a Top 20 business school to teach business uses of the Web, and has consulted worldwide on value-added Web business applications.

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Appropriate Courses

Web Programming and Design.

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Table Of Contents

Preface.
Acknowledgments.
Introduction.

SECTION 1: WEB BUSINESS 101.

1. Business Building Blocks.
Executive Summary.
Objectives.
Introduction.
How an Idea Becomes a Product: The Case of the Guitar.
The Value Chain and the Web.

2. Competition and the Web.
Executive Summary.
Objectives.
Introduction.
Understanding the Effects of Competition: The Case of the Guitar Maker.
Basic Strategic Moves.

3. The Role of Information in the Value Chain.
Executive Summary.
Objectives.
Introduction.
How Information Supports the Value Chain for Physical Products.
Knowledge-Intensive Products.
Pure Information-Based Products.
New Business Models: The Autonomous Business.

4. Value and Valuing a Website.
Executive Summary.
Objectives.
Introduction.
The Web Site Proposal.
Value: Return on Investment (ROI).
Net Present Value (NPV).
Some Alternatives to NPV & ROI: Payback and IRR.

SECTION 2. WEB BUSINESS ENGINEERING: A QUICK PRIMER.


5. Introduction to Web Business Engineering: Motivation and Basic Principles.
Executive Summary.
Objectives.
Introduction.
Definition: Web Business Engineering.
Ways of Studying Business Processes.
The Web Business Engineering Framework.
Basic Steps in Web Business Engineering.

6. Quick Primer: Step 1, Map Business Activities.
Executive Summary.
Objectives.
Introduction.
Mapping Notation.
The Employee Distance Education Case (EDEC).

7. Quick Primer: Step 2, Model Activity Value.
Executive Summary.
Objectives.
Introduction.
Valuing a Business Activity.
Case (Continued): Building an Interaction Cost Model for the EDEC Assignment Mailings.

8. Quick Primer: Step 3, Diagnose Problems And Opportunities.
Executive Summary.
Objectives.
Introduction.
Case (Continued): Diagnosing the EDEC Mailing Costs.

9. Quick Primer: Step 4, Design Treatments.
Executive Summary.
Objectives.
Introduction.
Case (Continued): Finding Treatments for the EDEC Mailing Assignments.

SECTION 3: CASE STUDIES: PUTTING OFFLINE ACTIVITIES ONLINE.


10. WBE in Small Businesses: The Case of the Hair Salon.
Executive Summary.
Objectives.
Introduction.
Case Study: Hair Crafters.
Step 1: Map Business Activity (Haircut).
Step 1: Map Business Activity (Hair Care Products).
Step 1: Map Business Activity (Reminder Card).
Steps 2 and 3: Model Activity Value, Diagnose Problems and Opportunities.
Step 4: Design Treatments.

11. WBE in Large Institutions: The Online Survey Case.
Executive Summary.
Objectives.
Introduction.
Case Study: Background.
Step 1: Map Activity (Distributing the Survey).
Step 1: Map Activity (Result Generation).
Step 1: Map Activity (Result Distribution).
Step 2: Model the Value of the Survey Activity.
Step 3: Diagnose the Survey Activity.
Step 4: Design Treatments.

12. WBE in Social/Cultural Situations: The Case of the Online Matchmaking Service.
Executive Summary.
Objectives.
Introduction.
Case Study: Background.
Step 1: Map Newspaper Matchmaking.
Step 2: Value Newspaper Matchmaking.
Step 3: Diagnose Newspaper Matchmaking.
Step 4: Design Treatments for Newspaper Matchmaking.

SECTION 4: CASE STUDIES: APPLYING WEB BUSINESS ENGINEERING TO ONLINE ACTIVITIES.


13. Marketing Your Website.
Executive Summary.
Objectives.
Introduction.
Ten Free Ways of Generating Traffic.
The Product.
Step 1: Map (Prototype) Activity.
Step 4: Treat Business.

14. Fundamentals of Memetic Marketing.
Executive Summary.
Objectives.
Introduction.
What Makes a Good Meme?
How a Meme Spreads Without Technology.
How to Use the Web to Replicate a Meme.
Example: A Good Meme and Web Replicator.

15. Issues in Revenue Generation for Information-Based Web Businesses.
Executive Summary.
Objectives.
Introduction.
Case: Dating Expert Matchmaking Activity.
Deciding What to Charge For: High Value, Low Risk.
Information Currency.
Conclusion.

Bibliography.
Index. 020160468XT04062001


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