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RETAIL TO e-TAIL

  • PHILIP HALLINGER
  • EDWIN M. BRIDGES

Abstract

In this chapter, we present a PBL project, entitled Retail to e-Tail, in which student teams tackle the problem of how small and medium sized enterprises can use e-commerce to increase their competitiveness. Students learn how to analyze a company’s competitive situation and use that information in order to formulate a suitable e-marketing strategy and plan. The teams must then transform the plan into action by creating a prototype website that implements the strategic objectives of the e-Marketing Plan.

Keywords

Business Model Student Team Problem Scenario Marketing Plan Online Service Provider 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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REFERENCES

  1. Frost, R., & Strauss, J. (2002). Building effective web sites (1st edition). Upper Saddle River, NJ: Prentice Hall.Google Scholar
  2. Greenlaw, R., & Hepp, E. (2001). Fundamentals of the internet and the World Wide Web. New York: McGraw Hill.Google Scholar
  3. Strauss, J., El-Ansary, A., & Frost, R. (2002). e-Marketing (4th Edition). Upper Saddle River, NJ: Prentice Hall.Google Scholar

Copyright information

© Springer 2007

Authors and Affiliations

  • PHILIP HALLINGER
    • 1
  • EDWIN M. BRIDGES
    • 2
  1. 1.Mahidol UniversityBangkokThailand
  2. 2.University StanfordU.S.A.

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