Towards successful electronic commerce strategies: a hierarchy of three management models

Although only few managers deny the potential of the Internet, many are struggling with the question how their company can best exploit electronic commerce. Managers need tools that guide them in their quest for effective Web applications. In this paper, we present three models that provide structure to this search process. Model development was guided by two requirements: the models should correspond to models managers are familiar with (e.g., process oriented) and the focus of each model should be on delivering superior customer value.