VI

<body topmargin=0 leftmargin=0 marginheight=0 marginwidth=0> <table cellpadding=0 cellspacing=0 border=0><tr> <td valign="top" colspan=2 height=90 BGCOLOR="#6666FF" TEXT="#080000" bgproperties="fixed" background="14400760egblyg.jpg"> <div> <FONT SIZE="5" COLOR="#330066" FACE="Times New Roman" ><B>Digital Ecosystems                               </B></FONT><FONT SIZE="2" COLOR="#CC3399" FACE="Times New Roman" > </FONT><FONT SIZE="2" COLOR="#3300FF" FACE="Times New Roman" >  </FONT><B> |     </B><A HREF="index.htm" TARGET="_top" TITLE="Digital Ecosystems "><U><B>home</B></U></A></div> <div> <A HREF="id2.htm" TARGET="_top" TITLE="PDE"><U>PDE</U></A>   |   <A HREF="id3.htm" TARGET="_top" TITLE=" I"><U> I</U></A>   |   <A HREF="id10.htm" TARGET="_top" TITLE="II "><U>II  </U></A>   |   <A HREF="id8.htm" TARGET="_top" TITLE=" III"><U> III</U></A>   |   <A HREF="id9.htm" TARGET="_top" TITLE="IV"><U>IV</U></A>   |   <A HREF="id21.htm" TARGET="_top" TITLE="V. 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VSPACE="0"></div> <bR> <div> <IMG SRC="16750500.gif" border=0 width="80" height="80" ALIGN="BOTTOM" HSPACE="0" VSPACE="0"></div> <bR> <bR> <div> <IMG SRC="1683c580.gif" border=0 width="60" height="88" ALIGN="BOTTOM" HSPACE="0" VSPACE="0"></div> <bR> <div> <IMG SRC="17e20200.gif" border=0 width="32" height="32" ALT="Wave Sound" ALIGN="BOTTOM" HSPACE="0" VSPACE="0"></div> </td> <td valign="top" height=390 BGCOLOR="#6633FF" TEXT="#080000"> <div> <B>VI </B></div> <DIV ALIGN="LEFT"></DIV> <div> <B><U> Project Demonstrating Excellence (PDE)</U></B></div> <bR> <div> <B>PDE Title:  </B>The Taxonomy Of Key Success<FONT SIZE="2" COLOR="#FFFFFF" FACE="Arial" > (or should this be govening factors)</FONT> Factors To Process Optimization In Complex Adaptive Environments In Business To Business Electronic Commerce</div> <div> <B>Hypothesis</B></div> <div> <B>Marketing concepts and methodologies for building Customer Relationship Models would be useful in developing a “Technology Adapoptions Strategy for Employees” of business-to-business (b2b) Web Portals.  A business-to-business Web Portal can be viewed as a mass customizable product and employees being served by this technology can be viewed as a target market of one for management to gain an understanding of employees adaptation and contribution to leverage web technology to meet the needs of a particular target market.</B></div> <bR> <DIV ALIGN="LEFT"></DIV> <div> <B>Research Questions</B></div> <bR> <div> <B>  </B><FONT SIZE="3" COLOR="#FFFFFF" FACE="Times New Roman" ><B> 1.  </B></FONT><FONT SIZE="4" COLOR="#FFFFFF" FACE="Times New Roman" ><B>What are the major factors that influence employee's adaptation and innovation Web Portal Technology in a b2b e-commerce environment?</B></FONT></div> <bR> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">What has been the evolution of Business-to-Business (b2b) e-commerce models over the last five years?</B></div> <bR> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">What have been the </B><B>critical factors </B><B>to the success and failures of b2b business ventures?</B></div> <bR> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">What roles will emerge for employees who are empowered to help shape the business strategies for a b2b e-commerce environment?</B></div> <bR> <div> <B>Methodology</B></div> <div> <B>I will be relying primarily on qualitative textual comparison and contrast analysis methodology to identify opportunities to deploy traditional target marketing methodologies to develop a model for Internet technology adoption strategies.  </B></div> <bR> <div> <B><IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">My study will focus on management strategies in the business-to-business sector of the Internet economy.  The sources of my research represent the culling of a collection of related industry literature, trade publication articles, press releases and published case studies supplemented with materials provided by various industry analysis/consulting groups (e.g. Tower Group, G2, Boston Consulting Group, KPMG, industry organizations, the Federal Reserve Bank and many e-commerce on-line research sites).  </B></div> <bR> <div> <B><IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">My research will rely heavily on information provided by on-line research centers and other similar on-line communities including "The Centers for Research in Electronic Commerce" at The university of Texas, Vanderbilt, Stanford, Duke and Carnegie Mellon's Information Networking Institute.</B></div> <bR> <div> <B>Theoretical Perspective</B></div> <div> My primary approach to exploring employee demographic profiles that relate to the acceptance and the resistance to changes in technology will in part be based on, “Measuring the Customer Experience in Online Environments: A structural Modeling Approach”, by Thomas P. Novak and Donna L. Hoffman, Owen Graduate School of Management, Vanderbilt University.<FONT SIZE="3" COLOR="#FFFFFF" FACE="Times New Roman" > </FONT></div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0"> “Research suggests that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers.  </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet.”  (Thomas P. Novak and Donna L. Hoffma October 7, 1999)  </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">I believe that this same approach could be used to develop strategies for creating a compelling online experience for cyber employees as well.</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b70168ffffff00.gif" HEIGHT="24" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Delineating measurable aspects of the online experience can be found in the eight components of the measures of the online experience provided by Csikszentmihalyi (1997):</div> <div> 1.     a clear goal</div> <div> 2.     feedback</div> <div> 3.     challenges </div> <div> 4.     concentration and focus</div> <div> 5.     control,</div> <div> 6.     loss of self consciousness</div> <div> 7.     transformation of time</div> <div> 8.      activity becomes autotypic (that is, perceived as worth doing for its own sake). </div> <bR> <div> <B>Testing of Findings</B></div> <div> <B>This researcher will rely on his experiences in the field, intuition and</B></div> <div> <B>creativity to develop a credible synthesis of best practices and key</B></div> <div> <B>success factors in e-commerce management methodologies.  This </B></div> <div> <B>researcher also intends to use a heuristic approach to test his</B></div> <div> <B>conclusions with the experiences of human subject who also have </B></div> <div> <B>experiences in the b2b e-commerce environment.</B></div> <bR> <div> <B>             1.  learning and growth</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·developing an environment that allow users who have never seen it before to learn to use it quickly to succeed in accomplishing basic tasks </B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·provides an environment that encourages self directed personal development</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·fosters an environment of mentoring and self help</B></div> <bR> <div> <B>             2.  efficiency of use</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·the environment needs to be designed to allow rapid accomplishment of tasks for more experienced users, yet still accommodate the needs of less skilled employees</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·the user interface needs to be flexible enough to adapt to the individual needs and preferences of the individual</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">·the interface should be designed to minimize the number and severity of errors, and allow for quick error recovery</B></div> <bR> <div> <B>             3.  subjective satisfaction</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">the experience of using a web interface should be a pleasant one </B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">employees should have an opportunity to participate in the design of a pleasant and compelling on-line experience</B></div> <bR> <div> <B>             3.  accessibility</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">members of the e-commerce community should have a wide range of access to other members of the Digital Ecosystem, other employees, vendors, customers, stock holders, executives, subject matter experts</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">access should not be restricted to company sanctioned business only activities</B></div> <bR> <div> <B>4.  participatory and collaborative</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">encourages the active involvement of users</B></div> <div> <B><IMG BORDER="0" SRC="Symb075c00b70118ffffff00.gif" HEIGHT="19" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">creates and environment for processes that participatory, iterative and multi-disciplinary</B></div> <bR> </td> </tr></table></body>