Business Web Strategy: Design, Alignment, and Application Latif Al-Hakim University of Southern Queensland, Australia Massimo Memmola Catholic University, Italy Hershey • New York InformatIon scIence reference Director of Editorial Content: Kristin Klinger Managing Development Edtior: Kristin Roth Editorial Assistant: Rebecca Beistline Director of Production: Jennifer Neidig Managing Editor: Jamie Snavely Assistant Managing Editor: Carole Coulson Typesetter: Lindsay Bergman Cover Design: Lisa Tosheff Printed at: Yurchak Printing Inc. Published in the United States of America by Information Science Reference (an imprint of IGI Global) 701 E. Chocolate Avenue, Suite 200 Hershey PA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com and in the United Kingdom by Information Science Reference (an imprint of IGI Global) 3 Henrietta Street Covent Garden London WC2E 8LU Tel: 44 20 7240 0856 Fax: 44 20 7379 0609 Web site: http://www.eurospanbookstore.com Copyright © 2009 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher. Product or company names used in this set are for identi.cation purposes only . Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data Business web strategy : design, alignment and application / Latif Al-Hakim and Massimo Memmola, editors. p. cm. Includes bibliographical references and index. Summary: "This book addresses the gap in business Web strategy through a collection of concentrated managerial issues, gathering the latest theoretical frameworks, case studies, and research pertaining to maximizing the power of the Web"--Provided by publisher. ISBN 978-1-60566-024-0 (hbk.) -- ISBN 978-1-60566-025-7 (ebook) 1. Information technology--Management. 2. Electronic commerce. 3. Internet. I. Al-Hakim, Latif, 1946- II. Memmola, Massimo. HD30.2.B88 2009 658.8'72--dc22 2008024387 British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library. All work contributed to this book set is original material. The views expressed in this book are those of the authors, but not necessarily of the publisher. If a library purchased a print copy of this publication, please go to http://www.igi-global.com/agreement for information on activating the library's complimentary electronic access to this publication. Editorial Advisory Board Joseph Barjis University of Wisconsin—Stevens Point, USA Chiara Frigerio Catholic University, Italy Luigi Geppert Catholic University, Italy Svenja Hagenhoff University of Goettingen, Germany Kevin K. W. Ho The Hong Kong University of Science and Technology, Hong Kong Orla Kirwan National University of Ireland, Ireland Fernando Jose Barbin Laurindo University of São Paulo, Brazil Bernard Ostheimer University of Giessen, Germany Krassie Petrova Auckland University of Technology, New Zealand Mahesh Raisinghani The TWU School of Management, USA Javier Soriano Universidad Politécnica De Madrid, Spain Maria Alessandra Torsello University of Bari, Italy Jiri Vorisek University of Economics Prague, Czech Republic Vincent C. Yen Wright State University, USA Silvia Novaes Zilber The Uninove, Brazil Table of Contents Foreword xvi Preface xviii Section I Design Web Strategy Chapter I Using Patterns for Engineering High-Quality E-Commerce Applications . 1 Pankaj Kamthan, Concordia University, Canada Hsueh-Ieng Pai, Concordia University, Canada Chapter II Informing Industry via Academic Research in ICT Skill and Capability Development 26 Krassie Petrova, Auckland University of Technology, New Zealand Dawn Medlin, Appalachian State University, USA Chapter III The Impact of New Trends in the Delivery and Utilization of Enterprise ICT on Supplier and User Organizations . 46 Jiri Vorisek, University of Economics Prague, Czech Republic George Feuerlicht, University of Economics Prague, Czech Republic Chapter IV Enterprise 2.0: Collaboration and Knowledge Emergence as a Business Web Strategy Enabler . 61 Javier Soriano, Universidad Politécnica de Madrid, Spain David Lizcano, Universidad Politécnica de Madrid, Spain Marcos Reyes, Telefónica I+D, Spain Fernando Alonso, Universidad Politécnica de Madrid, Spain Genoveva López, Universidad Politécnica de Madrid, Spain Chapter V Customer Relationship Management (CRM): An In-Depth Analysis 94 Mahesh Raisinghani, TWU School of Management, USA Abdu Albur, Ministry of Education in the Kingdom of Saudi Arabia, Dhahran, Eastern Province Sue Leferink, Montana Department of Commerce, USA Thomas Lyle, PNC, USA Stephen Proctor, CSC, USA Chapter VI Different Web Strategies for Different E-Marketplaces . 118 L. Geppert, Catholic University of Milan, Italy Section II Aligning Web Strategy to Corporate Strategy Chapter VII Trends of Web Services Adoption: A Synthesis 134 Vincent C. Yen, Wright State University, USA Chapter VIII Web & RFId Technology: New Frontiers in Costing and Process Management for Rehabilitation Medicine 145 Massimo Memmola, Catholic University, Italy Giovanna Palumbo, Ospedale Valduce, Italy Mauro Rossini, Ospedale Valduce, Italy Chapter IX The Web Strategy Development in the Automotive Sector 170 Massimo Memmola, Catholic University, Italy Alessandra Tzannis, Catholic University, Italy Chapter X Adaptive Mobile W eb Browsing Using Web Mining Technologies . 198 Wen-Chen Hu, University of North Dakota, USA Yanjun Zuo, University of North Dakota, USA Lei Chen, Sam Houston State University, USA Chyuan-Huei Thomas Yang, Hsuan Chuang University, Taiwan Chapter XI Integration of Public University Web Sites and Learning Management Systems 208 Bernard Ostheimer, University of Giessen, Germany Axel C. Schwickert, University of Giessen, Germany Chapter XII Innovating through the Web: The Banking Industry Case 219 Chiara Frigerio, Universitá Cattolica del Sacro Cuore, Italy Section III Applications of Web Strategy Chapter XIII An Action Research Case Study of the Facilitators and Inhibitors of E-Commerce Adoption 236 Orla Kirwan, National University of Ireland, Ireland Kieran Conboy, National University of Ireland, Ireland Chapter XIV Acceptance of the Mobile Internet as a Distribution Channel for Paid Content in Germany 248 Svenja Hagenhoff, University of Goettingen, Germany Christian Kaspar, University of Goettingen, Germany Lutz Seidenfaden, University of Goettingen, Germany Björn Ortelbach, University of Goettingen, Germany Chapter XV Information Quality Satisfaction of Communication Portals: A Study of Central Cyber Government Ofce (CCGO) of the Hong Kong Government 264 Kevin K.W. Ho, The Hong Kong University of Science and Technology, Hong Kong Chapter XVI The Evaluation of IT Investments through Real Options . 277 Maria Alice Frontini, University of São Paulo, Brazil Fernando José Barbin Laurindo, University of São Paulo, Brazil Chapter XVII Strategic Use of the Internet and Organizational Structure for E-Business: “Celta” Case at GM Brazil 298 Silvia Novaes Zilber, UNINOVE, Brazil Chapter XVIII On the Use of Soft Computing Techniques for Web Personalization . 318 G. Castellano, University of Bari, Italy A. M. Fanelli, University of Bari, Italy M. A. Torsello, University of Bari, Italy Compilation of References 340 About the Contributors . 371 Index . 380 Detailed Table of Contents Foreword xvi Preface xviii Section I Design Web Strategy The objective of the book’s rst section, which is subdivided into six chapters, is to look into the dif- ferent Web strategy planning routes in different corporate contexts, in order to obtain optimal use of the Internet’s technology potentials. Chapter I Using Patterns for Engineering High-Quality E-Commerce Applications . 1 Pankaj Kamthan, Concor dia University, Canada Hsueh-Ieng Pai, Concordia University, Canada In this chapter, the authors view the development and maintenance of high-quality electronic commerce (e-commerce) applications from a Web engineering perspective. A methodology for deploying patterns as means for improving the quality of e-commerce applications is presented. To that regard, relevant quality attributes and corresponding stakeholder types for the e-commerce applications are identied. The role of development process, the challenges in making optimal use of patterns, and feasibility issues involved in doing so, are analyzed. The activities of a systematic selection and application of patterns are explored. Examples illustrating the use of patterns during macro- and micro-architecture design of business-to-consumer (B2C) e-commerce applications are given. The implications of the use of patterns in a Semantic Web context are briey highlighted. Chapter II Informing Industry via Academic Research in ICT Skill and Capability Development 26 Krassie Petr ova, Auckland University of Technology, New Zealand Dawn Medlin, Appalachian State University, USA In recent years signicant changes have occurred in the skill sets underpinning the undergraduate in- formation systems and information technology curricula. It is imperative that educators comprehend the needs and demands of the industry where their graduates are going to need to apply their acquired knowledge and skills. It may be argued that employers and job recruiters also need to be aware of what skill sets and capabilities new graduates may be expected to come equipped with, in order to develop successful strategies for retaining and growing staff in an environment where the demand for profes- sionals in information and communications technologies (ICT) exceeds the supply. In this chapter, a research framework representing the dynamics of the ICT profession supply and demand of graduates with relevant skills and capabilities is used to facilitate the initiation of a dialogue between industry and academia with the objective to identify issues raised from the lack of alignment between the two and to suggest a way of using academic research results to address these issues. The discussion is supported by the ndings of two relevant case studies. Chapter III The Impact of New Trends in the Delivery and Utilization of Enterprise ICT on Supplier and User Organizations . 46 Jiri V orisek, University of Economics Prague, Czech Republic George Feuerlicht, University of Economics Prague, Czech Republic Enterprise information systems have rapidly evolved over the last decade. We expect these changes to accelerate during this decade as a result of new trends in enterprise computing. We argue in this chapter that ICT remains strategically important to organizations in the 21st century despite the prevailing trend to outsource ICT and related business processes. We have identied a number of important trends that include the move towards the software as a service (SaaS) model for enterprise applications, increased commitment to process orientation, and emphasis on managing the relationship between business and ICT using services. These trends lead to more effective management of ICT and closer integration of ICT with entrepreneurial activities and business processes in organizations, resulting in improvements in return on investment. These trends will have dramatic impact on both the suppliers and users of ICT, and will necessitate the reevaluation of the approach to ICT education as both the composition and qualications of ICT workforce will undergo a fundamental change. Chapter IV Enterprise 2.0: Collaboration and Knowledge Emergence as a Business Web Strategy Enabler . 61 Javier Soriano, Universidad Politécnica de Madrid, Spain David Lizcano, Universidad Politécnica de Madrid, Spain Mar cos Reyes, Telefónica I+D, Spain Fernando Alonso, Universidad Politécnica de Madrid, Spain Genoveva López, Universidad Politécnica de Madrid, Spain Th is chapter explores the Internet’s present and future potential in relation to information sharing, knowledge management, innovation management, and the automation of cross-organizational business transactions. It points out how a business Web strategy that takes into account this potential will help not only to improve the existing information sharing and knowledge management processes, but also to protect investments in technology that would otherwise have resulted in expensive failures and severe losses. The suggested approach is based on the emerging Web 2.0 vision and will help to minimize the risk of key information and knowledge being lost or simply not being available on time for the stake- holder, projects started and never nished, worse time to market, results not meeting expectations, failure of global, cross-organizational IT integration processes or even incoherencies between technology and company strategy or structure, and so on. All managers, and particularly IT leaders, must be aware of this new potential and its implications in order to come up with innovative and effective answers to both known and new problems related to information sharing and knowledge management within their organizations. The chapter’s contents are designed to guide entrepreneurs, managers, and IT leaders through the adoption of the latest Internet technologies, such as Web 2.0, Enterprise 2.0, and the global service-oriented architecture, and their application to their everyday work with a view to setting up a business Web strategy. Musser and O’Reilly (2006) claim that by dening and following a set of archi- tecture building blocks, architectural design decisions, and normative guidance, they can build exible, extensible, and reusable solutions for exploiting the best features of the emerging Web 2.0 technology suite to achieve the best ROI by leveraging the upcoming Web of user-centered services. Chapter V Customer Relationship Management (CRM): An In-Depth Analysis 94 Mahesh Raisinghani, TWU School of Management, USA Abdu Albur, Ministry of Education in the Kingdom of Saudi Arabia, Dhahran, Eastern Province Sue Leferink, Montana Department of Commerce, USA Thomas Lyle, PNC, USA Stephen Proctor, CSC, USA Thi s chapter discusses customer relationship management (CRM) as a customer focused business strategy enhanced by technology that automates and enhances business processes to proactively manage prot- able and long-term customer relationships. CRM solutions span a continuum of implementations from a narrow tactical implementation of a specic technical solution to a broad strategic implementation of a customer centric solution. Furthermore, the authors hope that understanding the underlying assumptions and theoretical constructs through the use of CRM will not only inform researchers of a better CRM design for studying e-commerce and Internet marketing, but also assist in the understanding of intricate relationships between different factors. Chapter VI Different Web Strategies for Different E-Marketplaces . 118 L. Geppert, Catholic University of Milan, Italy This chapter presents two possible models of electronic marketplaces put in place at the beginning of this century, which, after their introduction, the rst incoming wave of connected economy-based paradigms was ended. Both the two models show a particular use of Web-based information technology in order to exploit their mission and represent meaningful cases of application of well-dened Web strategies. Even though, at the moment, the initially built up Web sites supporting those related business have been closed and merged with other Web sites, they may introduce examples of a Web strategy approach hav- ing a relevant historical meaning that may be still redened in practical implementations once revised and adequately updated. The mentioned cases described in this chapter are usteel.com and up2gold. com, two examples of Web-based business in two well-dened supply chains: the “steel” chain and the “gold and silver” chain. [...]... ract This preface introduces the book Business Web Strategy: Design, Alignment, and Application The book covers theoretical and conceptual frameworks, concepts, trends, challenges and opportunities, performance measurement, and applications of Web strategies It comprises 18 chapters organized into three sections: Web strategy design, Web strategy alignment, and Web strategy applications The book provides... factor for designing effective Web strategy Luigi Geppert in Chapter VI, “Different Web Strategies for Different E-Marketplaces,” presents two possible models for electronic marketplaces Both models show a particular use of Web- based information technology representing meaningful cases for application of well-defined Web strategies Section II Aligning Web Strategy to Corporate Strategy The second section... competence are critical elements in the planning of a Web wtrategy (Internal actors—Figure 1) In addition, the positive interaction or satisfaction of customers (external actors—Figure 1) with the organization’s Web forms one of the major challenges for the organization willing to develop a successful Web strategy This book addresses the gap in business Web strategy, considering positive interaction of external...Section II Aligning Web Strategy to Corporate Strategy The second section is dedicated to the subject of the Web strategy alignment with the corporate strategy The six articles hosted in this section discuss this theme focusing their attention not only on the aspects related to the development of the public presence on the Web (Memmola and Tzannis; Frigerio), but also through... integration between business strategy and Web strategy Therefore, starting from the consideration of a clear identification and subsequent sharing need of strategic goals, a research work will be presented exploring, on the basis of an interpretative model, the Internet potential in the automotive sector, in order to achieve the identification of an optimal path definition and development of Web strategy This... company strategy or structure; and of the inability to evaluate results, and, therefore, it was difficult to know if the initiative had been successful or not (Fattah, 2002; Minard, 2001, 2002; Iacovou & Dexter, 2005; Kappelman, McKeeman, & Zhang, 2006) These studies point to the lack of a sound Web strategy and a gap between the firm Web strategy and other strategies, including corporate strategy. .. to browse the mobile Internet is a trend of Web browsing However, the small screens of handheld devices and slow mobile data transmission make the mobile Web browsing awkward This research applies Web usage mining technologies to adaptive Web viewing for handheld devices Web usage mining is the application of data mining techniques to the usage logs of large Web data repositories in order to produce... architecture with a view of setting up an effective business Web strategy The fifth chapter is this section, entitled, “Customer Relationship Management (CRM): An In-Depth Analysis” by Michael Raisinghani, Abdu Albur, Sue Leferink, Thomas Lyle, and Stephen Proctor, discusses customer relationship management (CRM) as a customer-focused business strategy that enhances business processes to proactively manage profitable... industry leaders Others suggest innovative business models and frameworks to evaluate the business benefits from web- based business systems I hope that this book provides valuable and timely assistance to researchers, IT practitioners and business managers to look to the future and see the possibilities from the increasing trends of Internet adoption and web- based applications Aileen Cater-Steel University... Aligning Web Strategy to Corporate Strategy The second section of this book contains six chapters focusing on the alignment of Web strategy with other business strategies The chapters discusses the Web strategy alignment from various perspectives, including public presence on the Web (Memmola, Tzannis, and Frigerio), analytical perspective (Yen, Hu, Zuo, Chen and Yang), integrating technologies (Schwickert . applications of Web strategies. It comprises 18 chapters organized into three sections: Web strategy design, Web strategy alignment, and Web strategy applications initially built up Web sites supporting those related business have been closed and merged with other Web sites, they may introduce examples of a Web strategy approach