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Related Experiment Videos

Web site blues.

R F Maruca

    Harvard Business Review
    |July 1, 1999
    PubMed
    Summary

    TradeRite Software faced a critical decision on adopting e-commerce to compete with Stock-net.com. The case study explores strategic options for integrating online sales channels.

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    Area of Science:

    • Business Strategy
    • E-commerce Adoption
    • Technology Management

    Background:

    • TradeRite Software transitioned from a news service to a software provider.
    • A new competitor, Stock-net.com, offers downloadable products directly via the web.
    • TradeRite's current website lacks e-commerce functionality.

    Purpose of the Study:

    • To evaluate the strategic imperative for TradeRite Software to adopt e-commerce.
    • To analyze the challenges and resource allocation required for web-based sales.
    • To assess management perspectives on e-commerce implementation.

    Main Methods:

    • Case study analysis of a fictional company, TradeRite Software.
    • Examination of internal stakeholder opinions on e-commerce strategy.
    • Evaluation of competitive pressures and market dynamics.

    Main Results:

    • Significant internal debate exists regarding the necessity and cost of e-commerce.
    • Product development is underway to create web-aware applications.
    • Resource constraints and consultant delays pose implementation hurdles.

    Conclusions:

    • The CEO must strategically navigate internal resistance and external competition.
    • A clear e-commerce strategy is crucial for TradeRite's future market position.
    • Balancing investment, timelines, and stakeholder buy-in is key to successful adoption.

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