Abstract
New opportunities arise as entire industries embrace the potential of the Internet and the World Wide Web. These opportunities can improve various facets of an organization’s environment including customer management, supply-chain relations, inter-organizational partnerships, and internal operations. When developing eBusiness initiatives that capitalize on these opportunities, companies must consider the uniqueness of their industry. In this chapter, the unique characteristics of the Consumer Packaged Goods Industry are presented followed by an analysis of the potential eBusiness opportunities that arise from the Internet. Thereafter, a description of the initiatives undertaken by Proctor & Gamble, a major manufacturer within the industry, and an analysis of how these initiatives capture the uniqueness of the industry will be presented.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Advertising Age, “46th Annual Report: 100 Leading National Advertisers,” 2001, Crain Communications, Inc.
Advertising Age, “Procter & Gamble Weds Data, Sales,” October 23, 2000, p.76.
Bto B, “Case Study: P&G Gathers Web Strength,” November 6, 2001, p. 1.
Business Week, “A Swifter Path to Market,” September 18, 2000.
Corbett, C. J., Blackburn, J. D., and Van Wassenhove, L. N. “Case Study Partnerships to Improve Supply Chains,” Sloan Management Review, Summer 1999, p. 71–82.
Furness, V., “A Marketing Imperative? Emmperative Plans to Give Marketing a Makeover,” Computer Business Review, July 2001.
Gaffney, J. “Procter & Gamble discovers what the Web is really good for-test marketing,” Business 2.0, October 2001, p. 126–127.
Krivda, Cheryl D. “Transora’s Sprieser is Reshaping an Enormous CPG Industry,” ARIBA Magazine, Summer 2001, p. 19–25.
Landry, J. T. “Supply Chain Management: The Case for Alliances,” Harvard Business Review, November-December 1998, p. 24–25.
Lee, H. L., Padmanabhan, V., and Whang, S. “Information Distortion in a Supply Chain: The Bullwhip Effect,” Management Science (43:4), April 1997, p. 546–558.
Marketing Week, “Why Soap Sites are a Bit of a Wash-out,” November 23, 2000, p. 23.
PR Newswire, “Transora Showcases Results from Pilot Auctions; Plans to Roll out Services by End of the Year,” November 15, 2000.
Procter & Gamble Press Release, “A.G. Lafley Spells Out P&G’s Equation for Success,” October 10, 2000.
Procter & Gamble Press Release, “Growing Demands for Customized Products Leads Reflect.com to Build Larger Facilities,” April 17, 2001.
Procter & Gamble Press Release, “Microsoft and Procter & Gamble Team to Create Tools for Real-Time Supply Chain,” June 26, 2001.
Promo, “P&G Bolts to Teens,” October 2000, p. 51.
Schisgall, Oscar, “Eyes on tomorrow: The evolution of Procter & Gamble,” J.G. Ferguson Publishing Company, Chicago, 1981.
Turban, E. & Aronson, J. E. Decision Support Systems and Intelligent Systems, 5th Edition. Prentice-Hall Inc., Upper Saddle River, NJ, 1998.
VanScoy, K. “Can the Internet Hot-Wire Procter and Gamble?” Smart Business, December 14, 2000.
Editor information
Rights and permissions
Copyright information
© 2002 Kluwer Academic Publishers
About this chapter
Cite this chapter
Gribbins, M., Lauf, R., Subramaniam, C., Shaw, M.J. (2002). Focus on Consumers: P&G’s e-Commerce Strategy. In: Shaw, M.J. (eds) E-Business Management. Integrated Series in Information Systems, vol 1. Springer, Boston, MA. https://doi.org/10.1007/0-306-47548-0_6
Download citation
DOI: https://doi.org/10.1007/0-306-47548-0_6
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4020-7178-2
Online ISBN: 978-0-306-47548-1
eBook Packages: Springer Book Archive