E-commerce

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Rent The Runway: Organizing Around Analytics

Treating analytics as a strategic asset at the senior level has enabled a fashion-focused startup to innovate. Rent The Runway, an online service that rents occasion dresses, caters to its fashion-forward clientele through unique services such as on-call stylist advice and customer’s “style moment” photos. These services, driven by data and analytics, are what set Rent The Runway apart from its small pool of competitors.

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Raising the Bar With Analytics

More than half of managers surveyed strongly agree that their organizations need to step up analytics use, according to a 2013 global survey by MIT Sloan Management Review and SAS Institute. In addition, survey data suggests that in companies where analytics has improved the ability to innovate, managers are more likely to share data with partners and suppliers.

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The Problem With Online Ratings

Studies show that online ratings are one of the most trusted sources in e-commerce decisions. But research suggests that these ratings are systematically biased and easily manipulated. The heart of the problem lies with herd instincts — natural human impulses characterized by a lack of individual decision making — that cause us to think and act in the same way as other people around us.

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How to Compete in China’s E-Commerce Market

A surprising number of high-profile Western companies have stumbled in e-commerce in China, including Amazon and Google. This article offers a list of workable strategies to succeed in Chinese e-commerce, gleaned from U.S. companies’ experiences.

There is no one-size-fits-all solution. However, in a market like China’s, where local knowledge and culture are crucial to success, more thought should be given to how to better serve local customers and adapt in a rapidly changing market.

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How to Profit From a Better Virtual Customer Environment

The benefits of engaging customers in product development, product support and related activities are increasingly visible. Having the right technology-based system can enhance the customer experience and help companies improve both their innovation and customer relationship management capabilities.

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How to Plan E-Business Initiatives in Established Companies

Many large and mature firms — which still form most of the economy — have difficulty analyzing the opportunities and difficulties created by the Internet. Here is a planning process, validated at several established companies, that puts e-business into perspective and helps make it manageable. "Using our e-business planning process," write the authors, "senior management in established companies can identify attractive e-business initiatives, analyze their functional scope and assess the sustainability of the benefits."

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The New E-Commerce Intermediaries

The idea that e-commerce would lead to disintermediation has turned out to be largely wrong. The Web transforms but does not eliminate the advantages of the middleman‘s central lookout position. The authors show how new kinds of intermediaries are helping smart companies realize the promise of the Web. They offer nine ways that intermediaries traditionally add value and explain that three will change, three will survive in a new form, and three present growth opportunities.

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