個案總覽

Although e-marketing is highly prevalent, there is currently no template for managers who wish to use the Internet/Web and related information technologies to market their products and services. Provides managers with a comprehensive, actionable, and practical methodology (E-MARKPLAN) to plan, enact, and analyze e-marketing activities. Uses five case studies to illustrate the diversity of e-marketing actions. E-MARKPLAN consists of five parts: goals, actors (i.e., those who take e-marketing actions), spaces (i.e., theaters of engagement), actions, and outcomes. The E-MARKPLAN methodology is versatile and is not limited to companies with e-commerce operations.

Open source software programs (OSS) such as Linux and Apache give any interested party access to the source code, leading to a distributed innovation model in which users actively participate in the product's development. Often free, OSS products are distributed under many public licenses, are more reliable, and provide greater flexibility and choice. On the other hand, OSS leads to a proliferation of versions and may appeal only to high-end users. The system leads to fascinating competitive and cooperative relationships among companies, between a company and a community, and among communities. How can managers choose?