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imchapter6
Chapter6
PublicB2BExchanges,DirectoriesandOtherSupportServices
LearningObjectives
Uponcompletionofthischapter,youwillbeableto:
1.Defineexchangesanddescribetheirmajortypes.
2.Describethevariousownershipandrevenuemodelsofexchanges.
3.DescribeB2Bportals.
4.Describethird-partyexchanges.
5.Distinguishbetweenpurchasing(procurement)andsellingconsortia.
6.DefinedynamictradinganddescribeB2Bauctions.
7.Describepartnerrelationshipmanagement(PRM).
8.Discussintegrationissuesate-marketplacesandexchanges.
9.DiscussB2Bnetworks
10.Discussissuesinmanagingexchanges,includingthecriticalsuccessfactorsofexchanges.
Content
ChemConnect:
TheWorldCommodityChemicalExchange
6.1B2BElectronicExchanges—AnOverview
6.2B2BPortalsandDirectories
6.3Third-PartyandDirectoriesExchanges
6.4ConsortiumTradingExchanges
6.5DynamicTrading:
MatchingandAuctions
6.6PartnerandsupplierRelationshipManagement
6.7BuildingandIntegratingE-MarketplacesandExchanges
6.8B2BNetworks
6.8OtherB2BImplementationIssues
6.9ManagingandtheFutureofExchanges
ManagerialIssues
Real-WorldCase:
GlobalTransportationNetworkOceanPortal
AnswerstoPause/BreakSectionReviewQuestions
Section6.1ReviewQuestions
1.DefineB2Bexchangesandlistthevarioustypesofpublicexchanges.
AB2Bexchangeisamany-to-manye-marketplaceforbusiness-to-businesstransactions.Exchangesarecategorizedasdirectorindirect,andthensystematicorspotsourcing.
2.Definestrategicsourcingandspotsourcing.
Strategicsourcingispurchasingcompletedthroughlong-termsupplierrelationships.Spotsourcingismakingunplannedpurchasesastheneedarises.
3.Differentiatebetweenaverticalexchangeandahorizontalexchange.
Averticalexchangeworkswithspecificproductsforaspecificindustrywhileahorizontalexchangesworkswithgeneralproductsformanyindustries.
4.Whatisdynamicpricing?
Howdoesitwork?
Dynamicpricingispricingthatchangesbasedonthedemandfortheproductorserviceataspecifictime.Auctionsareanexample.
5.Describethetypesofownershipandthepossiblerevenuemodelsofexchanges.
Exchangescanbeownedbyanindustryleader,aneutralpartyorbyaco-op.Revenuecanbecreatedbytransactionfees,servicefees,membershipfees,advertisingandothersources.
6.Listthepotentialadvantages,gains,limitations,andrisksofexchanges.
ThegainsandrisksofexchangesaresummarizedinExhibit6.4.
Section6.2ReviewQuestions
1.DefineB2Bportals.
Theseareinformationportalsforbusinesses.
2.Distinguishavortalfromahorizontalportal.
Avortalisaverticalportalthatconcentratesonasingleindustryorindustrysegment.Ahorizontalportaldealswithawidevarietyofproductsofgeneralappeal.
3.ListthemajorservicesprovidedbyA.
Theprimaryservicesthatthisfirmprovidesincludeahorizontalinformationportalforclassifiedadsandreverseauctions.Additionally,thefirmofferssecondaryservicessuchase-mail,clubmemberships,news,legalinformation,arbitration,anddiscussiongroups.
4.CompareAwithitscompetitorssuchasasia-and.
Studentresponseswillvary.
5.DescribesomedirectoryservicesinB2B.
Theseservicesgenerallyprovidelistsofsuppliersforawidevarietyofmaterials/product/services.
6.DescribetheroleofsearchenginesforB2Bmarkets.
Withthegrowthofdirectories,itisbecomingimportanttousesearchtechnologytokeeptheprocessefficient.
Section6.3ReviewQuestions
1.Whatisathird-partyownedexchange?
Athird-partyexchangeisanexchangethatisownedbyaneutralthirdparty.
2.Defineliquidity.
Liquidityistheresultofhavingasufficientnumberofparticipantsinthemarketplaceaswellasasufficienttransactionvolume.
3.Describethesupplieraggregationexchange.
Thesupplieraggregationexchangeofferscatalogsbyavarietyofsuppliersthatareplacedinthesameorderingarea.
4.Describethebuyeraggregationexchange.
Inabuyeraggregationexchange,buyersaregroupedtogethertopurchasefromasingleseller.
5.Listthemarketcharacteristicsthataremostsuitableforthird-partyexchanges.
TheyappeartosucceedinindustriesbasedonMROswithstableprices.
Section6.4ReviewQuestions
1.DefineCTEs.
Consortiatradingexchangesareformedandoperatedbyagroupofmajorcompaniesprovidingindustry-widetransactionservices.
2.Describepurchasing-orientedconsortiaandselling-orientedconsortia.
Consortiathatareconcernedprimarilywiththeefficientpurchasingofgoodsarepurchasing-orientedconsortia.Theconsortiathatareconcernedprimarilywitheffectivelysellingproductsareselling-orientedconsortia.
3.Describepotentiallegalissuesforconsortia.
Theconsortiagenerallydealwithissuesofantitrust.
4.Listthemajorcriticalsuccessfactorsofconsortia.
Themajorcriticalsuccessfactorsofconsortiainclude:
thesizeoftheindustry,theabilitytodriveuseradoption,elasticity,standardizationofproducts,managementofintensiveinformationflowandsmoothinginefficienciesinthesupplychain.
Section6.6ReviewQuestions
1.Explainhowmatchesaremadeinexchanges.
Matchesaremadebylinkinggoodsandtheirquantitiesbetweenbuyersandsellers.Thisisgenerallyafullycomputerizedprocess.
2.Explainhowprivateandpublicauctionsareconductedinpublicexchanges.
Publicauctionsareconductedopenlyforalltoviewandparticipatein.Privateauctionsareconductedbyinvitationonlyinprivatetradingrooms.
3.Comparefullydedicatedandpartiallydedicatedauctionexchanges.
Fullydedicatedauctionexchangesfocuspurelyonauctionsastheirbusinessmodel.Partiallydedicatedexchangesprovideauctionsasapartoftheoverallpackageofservicesdelivered.
Section6.6ReviewQuestions
1.WhattypeofinformationofusetoB2Bisprovidedbydirectoryservicesandsearchengines?
Theserviceprovidedisonethatallowsbuyersandsellerstosortthroughthelargevolumeofpotentialpartners.
2.HowdoesPRMdifferfromCRM?
FromSRM?
PRMisdifferentfromCRMinthatitisfocuseddirectlyonservicingbusinesspartnersandnotindividualcustomers.SRMisfocusedonservicingsuppliers.
3.ListfiveotherservicesforB2B.
Studentresponseswillvary.
4.Describee-communitiesinB2B.
E-communitieshelptointegratethesupplychainparticipantsandprovideavaluabletoolfornetworkingandmarketresearch.
Section6.7ReviewQuestions
1.Listthestepsinbuildingaverticalexchange.
Thestepsinbuildingaverticalexchangeincludethinkingahead,planning,systemsanalysisanddesign,buildingtheexchange,testing-installation-operation,andsystemevaluationandimprovement.
2.Describetheintegrationissuesforthird-partyexchanges.
Integrationissueswiththird-partyexchangesincludecommunications,processandinformationcoordination,andsystemandinformationmanagement.
3.Listsomeintegrationsolutions.
Solutionscouldincludetheuseofappropriatecommunicationprotocolsandmiddleware.
Section6.8ReviewQuestions
1.DescribeprivateB2Bnetworksandlisttheircharacteristics.
Thesenetworksprovideallthenecessaryconnectingdevicestofacilitatetheoperationsofthenetwork.Characteristicsarelistedonpage258.
2.Compareverticalandhorizontalnetworks.
Networksthatfocusonindividualindustriesareverticalinnature.Horizontalnetworksspanseveralindustries.
3.DescribetheGXSnetworkandisTradingGrid.
Thisnetworkprovidesavarietyofservicestoenablehigh-volumecommerce.TheTradingGridisaWeb-basedportalusedtoaccessmanyoftheotherfeaturesoftheGXSnetwork.
4.DescribeAriba’sSNnetwork.
Thisisahorizontalnetworkthatallowsbusinessestoaccessalargearrayofsuppliersatonepoint.
Section6.9ReviewQuestions
1.Listthemajorproblemsofpublicexchanges.
Publicexchangeshavethefollowingproblems:
transactionfeeskeeptheusersaway,companiesdonotliketoshareinformation,costsavingsarenotashighasexpected,recruitingsuppliersisdifficult,toomanyexchangesexistedandsupplychainimprovementswerenotfactoredin.
2.Howcanexchangescausedisintermediation?
ExchangescancreatedisintermediationbyremovingtraditionalB2Bintermediariesfromexistingsupplychains.
3.WhatroledosoftwareagentsplayinB2B?
SoftwareagentscanplayavarietyofrolesinB2B.Theycanfacilitatemanyoftheprocessesfromcustomeracquisition,toneed/productidentification,tosalesanddistribution.
Section6.10ReviewQuestions
1.Whataresomeofthequestionsoneshouldaskwhenevaluatingexchanges?
(Hint:
seeOnlineFileW6.4.)
Studentresponseswillvary.
2.Describetheconceptofcentrallymanagingexchanges.
Thismodelallowsseveralindividualexchangestobecollectivelymanaged.Thisallowsforgreatercostreductionsandaggregationoftechnicalrequirements.
3.ListthefivecriticalsuccessfactorsforexchangescitedbyRamsdell.
Thefivecriticalsuccessfactorsinclude:
earlyliquidity,therightowners,therightgovernance,opennessandafullrangeofservices.
4.Discussothercriticalsuccessfactorsforexchanges.
Othercriticalsuccessfactorsforexchangesaredetailedonpage287.
5.ReviewthenewdirectionsofB2Bexchanges.
Manypotentialdirectionsexist,butmanyfocusonincreasinginformationflowtoincreasetrust.
6.DescribesuccessfulB2Bexchangemodels.
SuccessmodelsinvolvemanyfactorsassummarizedinInsightsandAdditions6.2.
AnswerstoECApplicationCaseQuestions
ECApplicationCase6.1:
Agentrics:
AGiantRetailExchange
1.Enterandfi