The implications of e-commerce for strategy: UK case studies

Abstract

In this paper, four case studies of retail financial services companies involved in Internet marketing of their services are investigated. The approaches taken range from a fully integrated approach, a stand-alone approach separate from the mainstream of the company's business, an experimental approach and an approach that can only be described as ‘reluctant’. The cases demonstrate the critical role of senior management, the possible limitations of market intelligence as a guide to action, the need to focus on resources and capabilities, and the requirement for creativity in strategy.