Collaborative commerce for non-technical industries: is it worth the investment?

摘要

The main focus of this case is to provide insights as to whether it is truly necessary for a seemingly “non-technical” industry to adopt c-commerce. It is intended for strategic thinkers and corporate managers who question the impact of, and seek additional information on, collaborative-commerce (c-commerce). The authors targeted the home building retail industry as it has experienced much growth in the past 10 years due to home-improvement projects and does not outwardly require a strong technical presence. Although there are several indicators pointing toward the relevance of relying on technology as a means to do business, this case looks into the industries that may not have major investments in technology. Additionally, most of this case presents information derived from the people thinking of and making decisions about c-commerce. Insights from secondary research and field interviews are also provided.