&

E-BUSINESS

:
: , .

, 2012

 e-business

.................................................................................................................. 2
(ABSTRACT) .................................................................................................. 4
........................................................................................................ 4
................................................................................................................ 4
1.

(e-BUSINESS) .......................................................... 5
1.1.

........................................................................................................ 5

1.2. (EBUSINESS) ....................................................................................................................... 7

2.

3.

E (BUSINESS PLAN) .................................................... 8

2.1.

& ............................................................................................. 8

2.2.

.......................................................... 10

2.3.

.................... 14

E E-BUSINESS ........ 16
3.1.

..................................................................................... 16

3.2.

............................................................................. 18

3.3.

& ............................................................................... 22

3.4.

- ....................................................... 25

.................................................................................................. 25
................................................................................. 30
(PEST ANALYSIS) ..................... 32
(SWOT ANALYSIS)................................................................... 34
3.5.

.......................................................................... 36

3.6.

......................................................................... 41

/ & / ................ 41
ON-LINE N (WWW) ................................... 45
3.7.

........................................................ 50

3.8.

................................................... 54

(STATEMENTS) ............................ 55
HMA ......................................................................... 57
- ....................................................................................................... 59
.................................................................................................................... 61
E E-BUSINESS
............................................................................................. 61
2

 e-business

............................................................................................................... 61
................................................................................................ 61
/ .............................................................. 61
................................................................................... 61
1.

..................................................................................... 62

2.

............................................................................. 63

3.

& ............................................................................... 64

4.

- ......................................................... 65
........................................................................................... 65
.......................................................................... 66
(PEST ANALYSIS) .............. 68
(SWOT ANALYSIS) ............................................................ 71

5.

.......................................................................... 72

6.

......................................................................... 74
/ & / ......... 74
-LINE ......................................................................................... 75

7.

........................................................ 78

8.

................................................... 80

................................................................................................ 80
........................................................................................................ 81
....................................................................................................... 81
/ / / ............ 81
/ ....................................... 81
.......................................................................................................... 81
............................................................................................. 81
.............................................................................. 81
...................................................................... 81
.................................... 81

 e-business

(ABSTRACT)
.
,
,
, ,
, (social media) (. Facebook, Twitter,
Linkedin).
O
(business plan)
. ,
e-
:

on-line .

e-.

e-
.

, e-E, , on-line , on-line /

 e-business

1.

(E-BUSINESS)

1.1

(Internet)
. ,
.
,
10 15 . , ,
Peter Drucker (2002) .
To (e-commerce) , ,
, , /
, .

. ,

.
(e-business)
. , /
,

,
. ,
.
, .
,
,
, ,
, (social media) (.
Facebook, Twitter, Linkedin).
, ,

5

 e-business

(information communication technologiesICT) (e-businesses).

(business
plan)
.

.

 e-business

1.2

(E-

BUSINESS)

, /
( ) ,
.
e-
(Turban, 2008):

(direct marketing)
, . dell.com,

e- (virtual/ pure-play e-tailer), . Amazon,

e- (e-mall),

e- (public e-marketplaces), e- (private emarketplaces),

(transaction broker), . Paypal,

e- (online intermediary),

e-

(e-auction),

(name-your-own-price),

priceline.com,

(affiliate marketing),

(group purchasing),

(info-broker),

(social networks),

, . wikipedia

(information portal)

e- (e-distributor).

 e-business

2.

E (BUSINESS PLAN)

2.1.

&

(business plan)

(Turban .., 2008).

.
:

, ,

(road map) ,
.

,
,
, .
.
,
.
,

.

,

(, 2005).

.
,
.
8

 e-business

(e-business)
. ,
, (Viehland, 2007a) :

.
,
,

.

.
, , ..

, 24
, 7 .

.
, .

,
--, on-line .

.
, one-on-one marketing,

, .

,
,
, e- .

 e-business

2.2.

.
,
. , , ,
:

&

. ,

e-.

, 1
1.

.
10

 e-business

&

/ ;

/

;

/ (.
);

/ ;

/
/ ;


/ -;


/ (
);

/
;

;
;
;
;
;
;

; ;

(,
, , ..)

;

;


;

,
;

;

;

;


;

;


;

/ ;

, ,

11

 e-business

;

;


;



;

;

/
;

/
;

/ (. on-line
);


;

;

;

;

/ ;

/ ;

;

;

/
;

/
;

/
;

;

;
;
;
/ ;
;
,
(outsourcing) ;
;
web hosting;
;
;
;
on-line ;

;


12

 e-business

;

;
;

;
;

;

;
;
;

/ ;
;
;

(bonus, , ..);

;
;
;
3 ;
;

;
;
;
;
;

0-1:

13

 e-business

2.3.

,
( &
, 2003; Berry, 2009; , 2011):

(fits) ,

, ,

, , ( ),

, -,

( 30 )

, ( )

, . ,

. (Berry, 2008), ,
,

14

 e-business

(actions) (follow-up)
.

0-1:

15

 e-business

3.

E E-BUSINESS

3.1.

. , ,

. ,
, .

.
1-3
.
,

.
, , ,
( & , 2003; , 2005):

/ ,

/ ,

(, , , ),
16

 e-business

( ),

&

17

 e-business

3.2

.
:

/ ,

(web site),

,
. , ,
:

- (
)

,
. ,
:

. ,
( / ) ,

18

 e-business

/ . ,
/ .

.

.
,
.

.
, (Viehland,
2007b)

(broad)
e .

, , / (workable)

, ,
,

( 25 )

, e- Amazon.com :

: ,
(developers) 2.

http://phx.corporate-ir.net/phoenix.zhtml?p=irol-irhome&c=97664
19

 e-business

, Google.com :
3.

. ,

.
, ,
.
, .
(Viehland, 2007c):

,
.

,
/
( ) ,
( ).

.
, e- eBay.com online . , Amazon.com e-:
e-, , ,
.

http://www.google.com/intl/en/about/corporate/company/
20

 e-business

Amazon.com (web catalog

), (advertising-supported ), ..
(. Google.com Yahoo.com)
. on-line payment (. Paypal.com)

(fee for transaction ).

, ,
.

.
, , ,
brand name, , ..
.
,
Google.com .
Amazon.com on-line ,
.

21

 e-business

3.3.

&

/ .
/

( ).
, / /
/
( & , 2003;
, 2005):

/

.
(unique selling
proposition) / ,

.
:

(. ),

(after-sale service), . service ,

, ..

/
.
22

 e-business

, Google.com

. Amazon.com on-line ,
. ,
Amazon.com
,
(product reviews).
, e- goldendeals.gr & groupon.gr
e- (group
purchasing) /
/ . ,
soby.gr , deals
sites .
, Dell.com,
,
2006 4.
,
. ,
(on-site service) courier,
(collect and return service).

/ / /

/ /
/ ,
. ,
,
(brand names).

http://content.dell.com/us/en/corp/our-story-company-timeline.aspx
23

 e-business

& /

/
/
, .
, ,
-
.
,
, /
.
/
(obsolete rate).

/ /

/
, ( ), ,
, , .. .
/ (
) ,
(Turban
.., 2008).

24

 e-business

3.4.

/
, /
(, / / )
/ .
(Lift EU project, 2002).
, /
, ( &
, , )
. , ,

.


(/ / ) ,
(intended/ target market). ,
,
:

, / /
.

& (spread/ coverage)

/ /

,
/
.

.
:
25

 e-business

(Introduction/ Birth/ Infancy/ Emergence)

(Growth)

(Maturity)

(Decline)

0-2: /

(growth rate)

(growth trends)

,

.
,
. ,

26

 e-business

, . 3-1
(Porter, 1998; Wikipedia, 2011; Score, 2011).

/
&


&

(product differentiation)5
/ (brand recognition)

/
,
,

0-2:
, 2011,

. 149 183

. 38 , 11

/
, /
.
27

 e-business

8 .
, 4 2011, (OneStop-Stop6) 1
, 1 , 1 1 .
, 33%
.
, ,
, : ()
Google.com ()
Google.com.
, twitter.com 2006
, ,
facebook.com ( 2004) myspace.com ( 2003). ,
twitter.com microblogging
(post) (tweets
- 140 ) .

.
(segmentation) -,
, , , .. .

, (, 2011):

: , /

: , , , ,
,

http://government.gov.gr/wp-content/uploads/2011/04/--OneStop-Shop.pdf
28

 e-business

: ,

: , ,

: , /

: , ,

: ,
,

, , ..

-
,
/ .
, , /
.

/ .
, , ,
, , .,
. ,
, , ,
, (SCORE, 2011). ,
/
. ,
. , /
.

29

 e-business

/ . ,
(SCORE 2011;
Viehland, 2007f) ( ).

.
7 . ,
.

1 ( ) 5 ( )
,
.
, ,
.
5 Porter.
,
. ,
(4) Porter:

/ ,

, .
30

 e-business

Image

0-3:

31

 e-business

(PEST ANALYSIS)


. , /
,
, ,
.
,

(, ,
) (Oxford University Press, 2007).

(market potential)
8. ,

(, , ..). ,
(, ,
) - SWOT analysis (Strengths, Weaknesses, Opportunities & Threats),
/ .

(Oxford University Press,
2007; Wikipedia, 2011).:

, , .. , /

, (. ).

http://decide-guide.com/pest/
32

 e-business

, , : , , ,
, (),
.
(QuickMBA,
2010a), .
,
.
, on-line (. ,
)
(. ).

. , ,
, (lifestyle), , / ,
..
.
,
. ,
e-health . .
, Confession () iPhone
2011
.

, , : ,
, , /

33

 e-business

. , ,
, , , .
, .
,
o (ebusiness).

/ .
,
.
e- (social networking)
(on-line dating) .

,
.

.
(SWOT ANALYSIS)

.
(Strengths) (Weaknesses),
(Opportunities)
(Threats). ,

(QuickMBA, 2010b). ,

.

34

 e-business

.

.

35

 e-business

3.5

) -
/
.
, /
(Deloitte & Touche LLP, 2003). ,

/ .
,
4 (4 Ps) :

(Product)

/
.
& . ,
(.
, ) / ,
(. service)
. ,
/ .

& (Place)

/
, ( ) /
.
,
, ,
. , ,
/ :

( ),

36

 e-business

/ ,
download.

(. , portals),

,
.
,
.
( )
.

& (Promotion)

/ /
-
. ,
(image) .
/ (Deloitte & Touche LLP, 2003; OCRI, 2002):

On-line (Turban, 2008)



(banner)

(banner swapping)

/ (pop-up/ pop-under ad)

(interstitial)

(advertorial

Email, Newsletter

Blogging/ Micro-blogging

(associated ad display)

37

 e-business

(advergaming)

(Search

Engine

Optimization)

(, )

& (Public & Press Relations PR)

( , )

email

(. , , )

,
.
(,
2011):

() ( )

(. portals)

38

 e-business

, ..

:

(Price)

/ (
).
. , ,
, . ,
/ :

( )


/ (. amazon.com)

(. on-line )

(. PayPal.com, booking.com, goldendeals.gr)

(. social networks)

(.
/ )

, (.
(bargain hunter) )

( )

39

 e-business

.
:
/ ,
-, .

.

40

 e-business

3.6

/ /
,
(Deloitte & Touche LLP, 2003).
/ ,

/ /
.
/ ,
(Viehland, 2007d).
e-, /
(WWW),
(website) . ,
/ / ,
on-line .
/ & /


. ,
:

. , :

, /

41

 e-business

(
on-line )

e- (
), . ,
:

(. , ),

, ,

(, ),

, (leasing).

&

, ERP, CRM , /
, ..)

, . (servers)

(bandwidth),

(. )

( )

(SCORE, 2011)

&

,
42

 e-business

&

9,

e- (. e-tailer),
.
(order lead time), inventory turnover,
(SCORE, 2011).

(obsolete rate),
.

(Viehland, 2007d)

(ISO)

/
/

(Viehland, 2007d)

(website, email, call center)

.
43

 e-business

, Dell.com courier
,
.

(self-service) (. FAQ)

/ (. on-line
)

(, 2011) .

on-line ,

& ,

/ / ,

, .
(packaging) ,

, . , ,
,

,
44

 e-business

, ..

.
e-,
.
, e- (info-brokerage
model), newsit.gr, zougla.gr, tlife.gr, ..,
.

, (outsourcing)
.. , ,
/ , /
.

.
ON-LINE N (WWW)
e-
(website) .
,
. on-line
/
:

Web (web hosting)

( )
(Viehland, 2007d; Turban, 2008):

45

 e-business

(storebuilder service), . Yahoo! Web

Hosting, e.bay.com skroutzstore.gr,

Internet (ISP hosting service), .

forthnet.gr, hol.gr otenet.gr

web (web hosting service), ipage.com,

inmotionhosting.com, papaki.gr, tophost.gr

(self-hosting)

, .
, .

O T (domain name)

on-line
brand name. ,
(Viehland, 2007d).
e- (TLDs,
.com, .biz, .info, .net, .org)
(accredited registrars)
Internet (Internet Corporation for Assigned Names and Numbers, ICANN), . VeriSign
Global Registry Services .com .net. ,
Internet
(ccTLDs, .gr, .uk, .au) . ,
() .gr .

(Turban, 2008)

, , ,

( , )

(, )

(usability)

46

 e-business

,

( )

(outsourcing)

(partnering)

. ,
website
website .

(Turban, 2008)

( , . ,
)

(commodity content,
)

:


, ,

(. (reviews) / , forums, ..)

(web syndication)

(e-newsletter)

47

 e-business

( WEC (World Wide Web Consortium)

)

( on-line ,

)

on-line

( )

(search engine optimization),

Google.com.

(. )

On-line

on-line ,

( ) on-line payment

..

48

 e-business

(. ), .
.

,
. ,
e-
. ,

.

49

 e-business

3.7

,
(
).
. ,
, , , ..


(OCRI, 2002). ( &
)
,
. , ,

.

.

,
, :

&

( )

50

 e-business

&

. ,

.
/

.
(,
2005):

( (.., ..., .., ..),

)

,

.
,
:

51

 e-business

/

.
,
(outsurcing) (, 2011). ,
,

(, 2011).
, e-
, , .
,
/ .
,

, , , , .. .
,
, :

E ( & )

( )

(
) . ,
,
.
( 3-3)

2
3

52

 e-business

0-4:

(full-time)
,
(, 2011):
= (( 12 )
) / 230
=

,
, bonus, .
,
,
.

53

 e-business

3.8

(Khoo, 2010),
. ,

(Viehland, 2007e)

.


(Viehland, 2007e). ,
.
O , ,
,
, ,
(Deloitte & Touche LLP, 2003). ,
:

.
:

(Viehland, 2007e).
,
(facts), ,
.

/ .

(financial statements)

54

 e-business

,
(5) . ,

e-

, ,
(3) .

.
(STATEMENTS)

/ e-. ,
e-
:

(Profit and Loss)

/
.
,
/ , . ,

, , ,
.

(Cash Flow)

( ) ( )
.

, ,
. ,

55

 e-business

(Viehland, 2007e) , ,
( ) .
,
, .
,
.

(Balance Sheet)

( ), (
) (Viehland, 2007e; SCORE,
2011). o (.
, , ), (.
, , , ..) ,
. , /
(. . )
(. ). .
. ,
.
,

. ,

.

(Break-Even Point)

(, 2005; , 2011). ,
, ,
(Viehland, 2007e),
, . :

56

 e-business

( ) = / ( -
)
(. )
. , ( )
,. ,

(SCORE, 2011).
, ,
:

, , ..

, ,

.

(.xls). To
,
.
HMA
,
.
,
(Deloitte & Touche LLP, 2003; , 2011):

, ,

,
57

 e-business

(Return)

( ) .

58

 e-business

-
Berry, T. 8 Factors that Make a Good Business Plan, 2009. Retrieved from
http://timberry.bplans.com/2009/02/some-key-questions-on-business-plans.html
Berry, T. What Makes a Good Plan, 2008. Retrieved from
http://articles.bplans.com/writing-a-business-plan/what-makes-a-good-plan/37
, . .
, ...,
2011.
, . .
, ..., 2005
Delaney, K. J. Once-Wary Industry Giants Embrace Internet Advertising. The Wall Street
Journal, 17.4.2006.
Deloitte & Touche LLP. Writing an effective Business Plan, 2003.
Drucker, P. Managing in the Next Society. New York: Truman Talley Books, 2002.
( ). Business Plan (
), 2011.
Khoo, A. Money is the Lifeblood of Your Business. Ezine Articles, 2010. Retrieved from
http://ezinearticles.com/?Money-is-the-Lifeblood-of-Your-Business!&id=4085992
Lift EU project. Preparing a Technology Business Plan, p. 8, 2001. Retrieved from
http://www.thestep.gr/active.aspx?mode=el{51d5e730-a3b0-41e8-8d60d8d60ad935c1}View
, . , . .
(),
, ..., 2003.
OCRI, Entrepreneurship Centre. Writing an Effective Business Plan, 2002. Retrieved from
http://www.entrepreneurship.com/tools/pdf/businessPlanWorkbook.pdf
Oxford University Press. PESTEL analysis of the macro-environment, 2007. Retrieved
from http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_12.htm.
Porter, M. Competitive Strategy: Techniques for Analyzing Industries and Competitors.
New York: Free Press, 1998.
QuickMBA. PEST Analysis, 2010a. Retrieved from
http://www.quickmba.com/strategy/pest/
QuickMBA. SWOT Analysis, 2010b. Retrieved from
http://www.quickmba.com/strategy/swot/
SCORE (Counselors to America's Small Business). Business Plan for a Startup Business,
2011. Retrieved from http://www.score.org/resources/business-plan-startup-doc
Turban, E., King, D., Mckay, J., Marshall, P., Lee, J., Viehland, D. Electronic Commerce
2008: A Managerial Perspective. Pearson Education, Inc., New Jersey, U.S.A, 2008.

59

 e-business

Viehland, D. Fundamentals of E-Business Planning. E-Business Plan: Tutorial, 2007a.

Retrieved from
http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/PlanFund.html
Viehland, D. E-Business Plan: Mission Statement. E-Business Plan Tutorial, 2007b.
Retrieved from
http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/MissStmt.html
Viehland, D. E-Business Plan: Business Goals. E-Business Plan Tutorial, 2007c. Retrieved
from http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/BusGoals.html
Viehland, D. e-Business Plan: Operations. E-Business Plan Tutorial, 2007d. Retrieved
from http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/Operatns.html.
Viehland, D. e-Business Plan: Financial Statements. E-Business Plan Tutorial, 2007e.
Retrieved from
http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/FinStmts.html.
Viehland, D. e-Business Plan: Competitor Analysis. E-Business Plan Tutorial, 2007f.
Retrieved from
http://wps.prenhall.com/wps/media/objects/5073/5195381/tut_1/CompAna.html
Wikipedia. Barriers to entry for firms into a market, 2011. Retrieved from
http://en.wikipedia.org/wiki/Barriers_to_entry
Wikipedia. PEST analysis, 2011. Retrieved from
http://en.wikipedia.org/wiki/PEST_analysis
Center for Business Planning, http://www.businessplans.org/businessplans.html
Free Sample Business Plans, http://www.bplans.com/sample_business_plans.php
, Business Plan , http://www.kemel.gr/content/business-planalla-ergaleia

60

 e-business

E E-BUSINESS

e-

Fax
Email

(<5 )



/

61

 e-business

1.

/
/ ,


,
- /
() (, , , ),
& ,
( )
()

62

 e-business

2.

/


(web site)10
11



- ( )

10

,
.
11
,
.

63

 e-business

3.

&

& /
/

64

 e-business

4.

& (spread/ coverage)
/

/
/
(growth rate)
(growth trends)
/ -
-


/ ( )

65

 e-business

Image

&
/ &

66

 e-business

&

67

 e-business

(PEST ANALYSIS)

&

()
(
)

68

 e-business

-


(.
/ )

(life style)

&

69

 e-business

70

 e-business

(SWOT ANALYSIS)

(OPPORTUNITIES - O)

(STRENGTHS - S)

(WEAKNESSES - W)

SO

WO

.. & .. &

(THREATS - T)

ST

WT

..
..
&

71

 e-business

5.

/
&


, , ,
/
& download ( )



/
&
On-line ( , , /
, , , Email,
Blogging/ Micro-blogging, ,
, , ,
)
(, )
&
/
email

,


( ,
, , ,
E, / ,
, ,
, )

72

 e-business

/ ( )

( )
/ ( )

73

 e-business

6.

/ & /
/
E
A X
, T A /
K T

, (leasing)
&

( )

,
&
,

&
,

74

 e-business

(ISO)
/
/ /


(website, email, call center)
/


Self-Service (. FAQ)
(. on-line )





on-line
&


E A (outsourcing) (
)
( )
/ / ,








-LINE
web

Internet
web
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 e-business

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