Abstract:
This paper aims to identify the strategic motivators and expected benefits related to the
implementation of e-commerce infrastructures in traditional “brick and mortar”
organizations. Despite the fact that the clearest benefit from e-commerce might be
expected to come from contribution to corporate profits, either from an increase of sales
or reduction of costs, but this may not be the case. The literature suggests that there are
different ways in which the potential benefits can be assessed. These ways are directly
related to the evolution of e-commerce. This research has chosen six representative
organizations from different sectors to explore their rationales for their e-commerce
strategies. One of the main benefits reported is to increase the focus on the customer
and improving internal communications. Additionally, obtaining competitive
advantage was found to be a powerful motivator, despite the fact that the recent
academic literature suggests that this is very difficult to achieve.
