| Author | Yourey, Asher Dominic |
| Call Number | AIT RSPR no.SM-04-57 |
| Subject(s) | Electronic commerce
Internet marketing
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-57 |
| Abstract | The Internet is gaining wide popularity as a medium of communication. With the internet,
distance is no longer a limiting factor. Many companies use the internet in their business
activities. Some use the internet for obtaining information, communication, knowledge
sharing etc. However, of late, few companies have started using the internet to further their
business interests.
In the United States, sales through e-business were US $ 45 billion for the year 2002
according to the US Department of Commerce. In Europe, this figure has the potential to
reach US $ 1.6 trillion by the year 2004.
This research study focuses on Coloplast A/S, a MNC and a global producer of medical
devices. Coloplast, based in Denmark, is currently pursuing e-business opportunities such
as SpinalNet, StomaNet and Web Ordering. These e-business opportunities will play an
important role by supplementing traditional selling. The company wishes to implement
these e-business opportunities in its subsidiaries spread across the world.
The requirement now is for the subsidiaries of Coloplast to find out whether or not they
are capable of pursuing these e-business opportunities. To ascertain this, an 'Assessment
Model' capable of assessing these e-business opportunities is required. The Assessment
Model is a three step process i.e. Opportunity, Market and Self. The purpose of this model
is not only to assist the subsidiaries is assessing their market potential but also to fi nd out
if they are capable of undertaking these e-business opportunities.
At the end of each step in the model, the subsidiary needs to qualify in order to move to
the next step and on qualification at the final i.e. Self, they can begin the e-business
opportunity. The qualification at each step in the model depends on the ability of the
subsidiary to satisfy the 'qualifying' criteria. The model has been constructed after having
in depth interviews with various managers in the Subsidiaries of Coloplast and also
discussions with the Product Divisions and Corporate Marketing personnel. This way the
model is practical and the qualifying criteria are realistic. By qualifying the assessment
model the subsidiary will be able to comfortably implement thee-business opportunities.
In addition, the model is also generic in the sense it can be used for evaluating similar ebusiness opportunities in the future. Through this perspective, more detailed assessment
models can be explored for future business usage. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-57 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric W.; |
| Examination Committee(s) | Do Ba Khang ;Singha Chiamsiri; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |
