The next big wave of e-business is expected to come as large, multinational companies begin to implement e-commerce strategies.
Respondents to a study by Towers Perrin reveal these companies face some huge challenges to doing so, especially in the ability of their human resources to carry out those strategies. The survey reveals that many of the 300 companies queried by Towers Perrin have yet to create a blueprint to attract, retain, motivate, organize and reward employees who will be critical to their e-business success.
Companies are entering the world of e-commerce mainly to increase brand equity or deepen customer relationships, says Peter Bresler, director of Towers Perrins organization performance practice for North America. But they face a huge challenge. Fundamental change lies ahead in how work and the people doing it are organized and managed, yet many employees lack the skills and capabilities needed to make e-commerce happen.
The survey indicates that most companies are determined to keep control and not outsource components of customer relationships, such as order-taking/tracking, order fulfillment, customer service and billing. Bresler says this runs counter to the thinking of many consultants and academics, as well as to the business models employed by many start-ups.