Babson College - MIS-3570 - Electronic Commerce
Babson College
Department of Math and Science
Fall Semester, 1999
MIS-3570 — Selected Topics: Electronic Commerce
(This version prepared August 31, 1999)
Instructor: Dr. Robert H. Reck
Kendall Consulting Group
268 Highland Road, Andover, MA 01810
Phone: 978-474-9109 or 941-366-1774
E-mail: reck@babson.edu
Class Meets: Class Meets: Monday and Wednesday, 1:40 p.m. - 3:15 p.m. or 3:25 p.m. - 5:25 p.m. depending on section, in Gerber 215
Course Web Site http://faculty.babson.edu/reck/mis3570f99/index.htm for syllabus.
Another site will be posted for regular class use.
Course Summary and Objectives
This course studies the rapidly growing phenomena of electronic commerce and
electronic business from four perspectives:
1. Technology underpinnings for Electronic Commerce (EC), including an overview
of the languages, hardware, software, networks, Internet, EDI, standards and protocols
2. Impact on other information systems within a business, including impacts on
Intranets, management information systems, and other operating systems that provide fundamental
support to all elements of the value chain within a business. The relation to Knowledge
Management will also be discussed
3. Impact on business design and strategy (and vice versa), including how business
strategy shapes and is now being shaped by threats and opportunities in EC
4. Impact on the industries and markets, including use of extranets, and how some
industries are being forced to change almost overnight to respond to the impact of EC, particularly
some intermediaries and distributors
Audience
The course is aimed at those business and management information systems students who
already have an understanding of the fundamentals of MIS, and who want an understanding of the
issues and fundamentals regarding the use and conduct of electronic commerce and electronic
business. Further, the course is being designed to especially appeal to those students with
an entrepreneurial spirit.
Prerequisites
As listed in the course reference list, viz. a background or previous courses in
information systems.
Class Approach and Student Evaluation
Classroom participation, a personal web-based case study, a short paper or mid-term examination,
and a final examination are the basis for the course grade.
Participation will be evaluated on the basis of understanding and using assigned readings and study
findings, contributing to insight on analysis and action recommendations for the case or topic being
discussed, and taking into account others’ inputs. Excessive absence or tardiness from class or
other disregard for professional behavior will adversely affect this g rade.
A web-based case study development is to be an analysis and recommendations for a specific company.
The papers are to take into account not only the assignment materials for the classes to that point,
but also the class discussions and insights after the class.
Students are encouraged to discuss material for classes and papers, but are individually
responsible for the final products. Arrangement will be made so that students can post case
studies and examinations to a class web site.
The weighting of these elements in the final grade are:
Class participation 20%
Case study 30%
Short paper/mid-term 20%
Final examination 30%
Individual Case Study Project
Each student will write a short case study about a company or industry coping with electronic
commerce or electronic business in some way. Unique companies and industries will be selected by
each student on a first-come, first served basis on a class sign-up page. This project could include
field work, analysis, and a Web-based case study. Data for the study can be gathered from the Web,
from publicly available information, from the library, or from a visit to a local firm. The firm you
select should be involved in a key way with electronic business, either as a manufacturer or distributor,
or as a user. (More will be said in class on the selection criteria.) Interviews with business managers
who interact with the e-business would be especially useful but are not mandatory. The case study
should be organized to demonstrate a thorough understanding of the e-business and its potential.
As a general guideline, the case study could include (but not be limited to):
• Describe the company's business in 25 words or less
• Describe the relation of electronic commerce to business practice, noting any
changes from before to after electronic commerce was adopted
• List past business successes and failures
• Give industry background: growth, number of firms, major players, etc.
• Give background of company: age, size, growth, market
• Analyze the Porter five forces and other relevant frameworks
• Perform a SWOT analysis
• Analyze the business model
• Investigate the competitive financial situation: ratio analysis on key operating
performance measures (inventory turnover, sales/employee, ROA, etc.) compared to industry values
• Discuss key management challenges: today, five years ago, five years hence
• Include names, titles and quotes from people interviewed
• Identify any entrepreneurial opportunities
• Create a final Web-based case study
• Include complete bibliography and references, including complete citation of works
from all sources (including the Web) in proper bibliographic form
This project is due November 17, 1999 in written and electronic form.
Where electronic media (e.g., Web sites) are integral to your case, you may incorporate
these on attached disks or direct the reader to a readily-accessed public Web site. You may
also post your case on the Web site and notify the instructors of the site's address (if not on the
class Web site).
Short Paper/Mid-Term Examination
There will be a short paper/mid-term examination about half-way through the semester. Some
details of the assignment will be given out at least a week before the in-class examination. A short
case study will be the focus for the paper/ examination and the student will be asked to apply the
concepts and learnings from the course in an analysis of the case company. The mid-term paper/
examination will take one class period.
Grades will be based on the insights and understanding shown in the paper, as well as the creativity,
clarity and crispness of writing (e.g., content and form). Students should expect to prepare the
paper in class on a lap-top computer and either e-mail the paper at the end of the class to the
professor, or, preferedly, give the professor a 3—1/2" floppy disk containing the paper/examination
in Word '97. Exhibits referring to slides shown in class need not be reproduced by the student - they
may be referred to in the paper with an appropriate reference so the grader has a clear indication of
which framework/slide is being referenced. Students should save all their work fromn this exercise as
a back-up - just in case.
The paper/examination will be limited to a 2,000 words maximum (that's about five double-spaced pages
in 12-point type). Warning: the grader will stop grading papers at the end of five pages.
Students should arrive at the examination prepared with the correct tools and templates for
preparing their papers. Papers will be handed back as soon as possible after the examination.
Final Examination
The final examination will be similar to the mid-term paper/examination. The entire
contents of the course should be drawn upon to respond to the questions posed regarding the
examination case study. Other directions and expectations indicated for the mid-term will also
apply for the final exam.
Course Materials
There is a course pack for this class containing the case studies and several articles that
is available at the Babson College Bookstore.
There is one book for the course which is available in paperback from the Bookstore or from online
stores such as amazon.com or varsitybooks.com.
[K&R] Ravi Kalakota and Marcia Robinson, e-Business: Roadmap for Success,
Addison-Wesley Co., 1999
There are two additional optional texts which the students seeking greater depth of knowledge and
insight may also obtain. These are:
(Optional Reading) [T&S] G. Winfield Treese and Lawrence C. Stewart, Designing Systems for
Internet Commerce, Addison-Wesley Co., 1998
(Optional Reading) [D&M] Jack Davis and Susan Merritt, The Web Design Wow! Book,
Peachpit Press, 1998
Examinations and other grading material will not depend on the optional texts.
Specific articles at designated Web sites will also be assigned as part of the readings and
assignments. Students are also expected to thoroughly review the Web sites of any case study
company (except during in-class examinations).
MIS-3570 Course Syllabus - Session Descriptions
Week of
Topics
Assignments, Readings, Cases and Guests
September 1
Introduction
Course overview and administrative matters. Content of syllabus. Introduction to instructors.
Discussion of assignments, grading criteria, class papers and team projects. Formation of student teams.
Overview of Internet, e-Comm (EC) and e-Biz (EB), as well as other aspects of EC. Review of
history of the Internet and EC/EB. Role of technology in commerce and strategic systems. Key
frameworks for course. Key vocabulary. Introduction to EC languages and tools, including site
development tools.
Case: None.
Readings: Scan text book, particularly the table of contents for major topics.
September 6
EC Sites: Business Perspective
Discussion of site "progressions" and typical sites, relative to a business' intent and
business and technology implications. The elements of a business model as well as the spectrum
of EC business models observed will be discussed. Relation of EB/EC to value chains and extended
enterprise models.
Case: "The Knot," by M. Lieb, Harvard Business School, #9-899-116, February 10, 1999.
Reading: K&R - 1, 2 and 11.
September 13
EC Sites: Technology Perspective
Discussion of what's on the Web and why; organizing principles and major Internet components,
including ISPs, portals, search engines, Internic, and other features. Mechanics of creating Web
pages and launching them into cyberspace. The technology, software, network connections, and
business design will be discussed for several business models.
Case: "Open Market: Managing in a Turbulent Environment," by J. Gogan and L. Applegate,
#9-196-097, August 29, 1996.
Reading: K&R - 3 and 4.
September 20
EC Sites: Design Criteria and Layout
What factors lead to successful EC sites? What are the various evaluation criteria?
How can you become a "destination" site? Several specific areas will also be discussed relative
to site design, including collaborative filtering versus structured filtering, search engine bias,
and common gateway interfaces (CGI). These factors are particularly instrumental in site functionality
and relative success. Aesthetic factors will also be highlighted.
Case: "Firefly Network (A)," by J. C. Charlet, Stanford University, OIT-22A, March 1998.
Case: "Broadvision" by J. C. Charlet, Stanford University, OIT-21, March 1998.
Read: T&S - 11. (Web Wow Book fits well here!)
September 27
EC Business: Components
The revenue and cost components of an EC business will be developed, together with the
major elements that go into a business case for a venture partner. Criteria VPs use to evaluate
submissions. The class will also discuss the role of intermediaries in EC businesses. The roles
and success factors of entrepreneurs will also be covered.
Case: "Chemdex," by L. Katz, Harvard Business School, #9-898-076, January 9, 1998.
Readings: K&R - 5. Business 2.0 and other articles on Chemdex to be passed out.
Sites: Chemdex, Life Technologies, VWR
October 4
EC Business: Linkages With Strategy
How do existing businesses cope with the establishment of EC in their industries? What
steps do mature companies take to create and implement an EC strategy? What factors are in the
way? What strategic questions arise and how should they be answered? The eight rules of EB will
be discussed and related to performance parameters. Performance metrics for EC/EB will also be
discussed.
Case: "Leadership Online: Barnes & Noble vs. Amazon.com (A)," by P Ghemawat and B. Baird,
Harvard Business School, #9-798-063, December 4, 1998.
Reading: K&R - 6, 12. And McKinsey Quarterly articles and other articles about
Amazon to be assigned or passed out.
October 11
Key Topic: Security and Other Factors
Many of the key issues surrounding EC will be discussed. Specific focus will be on
security and "hacker proof" sites, hence, a discussion on protection of company systems and
information by firewalls and security-limited access. Solutions to security problems with various
hardware and software configurations will be covered. Protocols and features of EC software such as
browsers that allow heightened security will also be discussed.
Reading: K&R - 9.
October 18
EC In Practice: Financial Services
One of the key areas being developed that will have far-reaching impacts on business
and EC is electronic banking. Attempted on-and-off for over 20 years with various technologies,
now electronic banking appears to have a viable start. The role of EC, EB and electronic banking
will be discussed, together with the various banking/financial services functions. Many related
issues including payments, bill presentation, credit cards, e-wallets, etc. will also be discussed.
EC/EB businesses will also be discussed from the shareholder and stock market perspective.
Case: "Wells Fargo Bank & Electronic Banking," by R. Bamford, Stanford Graduate School of
Business, SM-41, October 14, 1997.
Reading: K&R - 8.
October 25
EC In Practice: Online Publishing
Continued discussion on business strategy. How do mature industries cope with potential
obsolescence of their business or market position due to EC? Examples from the publishing area
will help focus the discussion. Additionally the impact of distance learning on the education
industry will be examined.
Case: "USA Today Online," by J. Deighton, Harvard Business School, 9-598-133, July 17, 1998. - and -
Case: "InterZine Productions,"by J. Green, Harvard Business School, 9-396-174, November 16, 1995.
Reading: TBD
November 1
Key Topic: Knowledge Management
An important and allied component of EC/EB is knowledge management. This module will
discuss KM and the various viewpoints companies are taking on the subject. A business and
technology perspective will be shared. The impact on operations of a consulting company will
help focus the class.
Case: "Ernst & Young Knowledge Management," by A. Chard, Stanford Graduate School of
Business, M-291, September, 1997.
Reading: K&R - 10.
November 8
Key Topic: Buy Side, Sell Side and Supply Chain Opportunities and Systems
This module and guest will discuss how various companies are positioning themselves to
use EC/EB in their operations. The product suites that support each type of operation will be
discussed. Buy-side or procurement systems will be discussed, together with the efficiences
they inject into a business. The subject of "front office" or Customer Relati onship Management
(CRM) will also be discussed in depth together with the subject of data mining. Supply chain
systems will also be covered.
Reading: Review K&R 5, 6 and 8.
November 15
Key Topic: ERP and Integration of EC Components
The opportunities for EC/EB along the supply chain will be covered with emphasis on
ERP/EEM systems and their relationship to the "back office" support of e-Comm. The role of EB
in removing time from the supply chain will also be discussed (zero latency effect).
Reading: K&R - 7. T&S - 16.
Davenport, T.H., "Putting the Enterprise Into the Enterprise System", HBR,
July 1998, pp 121-133. Reprint # 98401.
"The Net Imperative," Economist, July 1, 1999.
November 22
No Class - Thanksgiving Recess
None
November 29
Miscellaneous Topics, Review of Course and Course Evaluations
A review of the course will begin. Topics left unaddressed up to this time period
will be completed. Time will also be allocated for completion of the course evaluations.
None
December 6
Wrap-Up and Final Examination Introduction
As an ending to the class the future scenarios and business impacts facing the
EC/EB communities will be discussed.
Final examination review.
None
End of Syllabus.
This page updated 8/31/99.
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