Abstract
Aim of this paper is highlighting possibilities in effective utilization of Information and Communication Technologies for supporting entrepreneurship (e-business) for Small and Medium enterprises. The core research carried on for duration of twelve months covered analysis and following presentation of possibilities of practical utilization of e-business applications. Furthermore research was oriented towards innovative forms of marketing communication in Real Corporation conducting business in Central European market. Analyzing data on collected findings can add value towards gaining a significant competitive advantage in form of better understanding of real facts influencing entrepreneurship in principle. This can lead consequently to positive influence on corporate effectiveness in the environment of Small and Medium enterprises.
Highlights
Talking about e-commerce, we talk about electronic commerce as a whole, buying through information and communication technologies (Dorčák and Pollák, 2010)
Based on the sales data of the monograph obtained from the EDI interface within publisher-distributor e-business communication, and the data from the analytic interface for websites – Google Analytics – we carried out analysis of the effect of the sales of the monograph on traffic of the supporting website, which provided "bonus" content to customers within authorisation zone
Based on data from B2B and B2C interface, we failed to confirm the validity of the alternative hypothesis H1 and that fact, that there is a statistically significant correlation between the sales of monograph and the total traffic of the supporting website, we have identified and showed the real benefits of selected e-business applications, in this case EDI and the supporting website for this specific case, in terms of acquiring valuable information for subsequent analysis in order to gain a competitive advantage
Summary
Talking about e-commerce, we talk about electronic commerce as a whole, buying through information and communication technologies (Dorčák and Pollák, 2010). Several authors Dorčák and Pollák (2010), Kotler et al (2007), Delina and Vajda (2006), Blažková (2005), Janouch (2010) further argue that the difference between e-business and e-commerce is as follows: e-commerce is part of ebusiness as such, while e-business is a broad portfolio of activities associated with the business. It is basically carrying out business transaction, or realizing any processes related to business or business management with the use of ICT. According to Delina and Vajda (2006) the most important benefits include the opportunity to carry out business (depending on whether it is e-business, or directly e-commerce) internationally within the global market, shortening the time required on reactions in the process of provider-customer communication, and, last but not least, a more precise targeting on target customers through a ISSN 1335-1745 (print) ISSN 1338-984X (online)
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