A Challenge for Pure-Play Internet Companies
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Internet pure-play competitors face a major challenge from more traditional companies that implement multi-channel e-business (MCEB) strategies, says a new report.
Killen & Associates said that 75 percent of "global 2000" companies will be employing MCEB strategies by the year 2005.
This represents a dramatic shift in the way e-business will be pioneered and applied in multiple industries, said the study, entitled "Multi-channel e-Business: Competitive Advantage for 21st-Century Global Enterprises."
"Companies that deploy MCEB can achieve discontinuous increases in revenue -- even doubling or tripling sales in affected channels," said Michael Killen, chairman and founder of the market research firm.
The shift to multi-channel e-business represents an evolution in electronic commerce, the study says. For the past two years, the business media has focused on the meteoric rise of the "dot-coms," Internet-only companies that, in theory, operate as virtual entities with few or no intermediaries.
The answer for the more traditional competition is MCEB, says the study, which allows established corporations to transform their existing structures and processes into competitive, scaleable, customer-focused Web businesses, linking disparate customer touch-points and back-office systems through Web-based services and applications.