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OHT 4.2
Learning objectives
Identify the different elements of the e-environment that impact
on an organisations e-business and e-marketing strategy.
Assess the impact of legal, moral and ethical constraints or
opportunities on a company and devise solutions to
accommodate them.
Assess the role of macro-economic factors such as economics,
taxation and legal constraints
OHT 4.3
OHT 4.4
Activity 4.1
List all the social, legal and ethical issues that the
manager of a sell-side e-commerce web site needs to
consider to avoid damaging relationships with users of his
or her site or which may leave the company facing
prosecution. You can base your answer on issues which
may concern you, your friends or family when you access
a web site.
OHT 4.5
OHT 4.6
SLEPT Factors
Macro-environment
Social
Legal
Economic
Political
Technological
OHT 4.7
Social
Demand analysis (part of microenvironment)
Have access to the channel.
Are influenced by using the channel.
Purchase using the channel.
OHT 4.8
Popularity of online
activities
OHT 4.9
OHT 4.10
Internet and PC
penetration
Figure 4.3 Global variation in number of PCs per hundred population and
percentage Internet access in 2002
Source: International Telecommunications Union
OHT 4.11
Demographics of UK
population
% of employees that
access Internet
OHT 4.12
Figure 4.6 Average percentage of employees using the Internet at least once a
month
Source: DTI (2002)
% businesses who
identify suppliers online
OHT 4.13
OHT 4.14
OHT 4.15
OHT 4.16
www.dataprotection.gov.uk
Marketing Insights Limited 2004
OHT 4.17
Opt-in vs opt-out
Opt-in vs opt-out
OHT 4.18
Figure 4.9 Information flows that need to be understood for compliance with
data protection legislation
Marketing Insights Limited 2004
OHT 4.20
TRUSTe
OHT 4.21
3.
4.
5.
E-mail risks
6.
7.
8.
Data protection
OHT 4.22
Economic / Political
Ensuring companies competitive
Taxation regimes
E-economy
framework
OHT 4.23
OHT 4.25
Technological issues
Rate of change
Which new technologies should we adopt?
Monitoring for new techniques
Evaluation are we early adopter?
Re-skilling and training
OHT 4.26
Diffusion of adoption
curve
Personalisation at
RS Components
OHT 4.27
Responses to change in
technology
OHT 4.28