It is human to get excited about anything new on the horizon. Naturally, e-commerce did create an excitement when it first dawned on the business scene. Many felt it an all-pervasive tool and quite a few an aid to business. The result: the former lot failed miserably, and the latter made a rich harvest. The moral of the story: technology and business practices, however great, demand market-orientation.
Can both business practices and technology be made market-oriented internally? Business Practices, yes, and Technology, no. Technology requires special knowledge and this knowledge rests with specialists. Trying to devise technology applications internally may divert your focus from the core vision: Business Practices.
Specialists are those who integrate individual business practices with e-commerce tools. This task enables an e-business to invite, offer and engage its target market on a mutually-fulfilling drive. Any mismatch between the offers on e-shop front (as perceived by visitors to your e-Shoppe) and the physical or factual delivery of the offers at rear front (as experienced by the visitors who turn out be your customers).
