78% of senior executives in a recent study felt that electronic commerce would significantly change their organisations over the next ten years. They anticipated there would need to be radically different structures and to be effective they would have to develop new competences and skills and manage an inevitable cultural upheaval. Similar findings came through in a detailed study by The Economist involving more than 400 business leaders across 34 countries. Two out of three interviewed said that their organisation in 2010 would be very different from today and that there would need to be a keen emphasis on flexibility and faster response. Forrester Research, who have been closely monitoring the progress of electronic commerce, believe the new strategies required will cause ‘massive disruption and will challenge many corporations’ basic operating model’.
KeywordsMarketing Managing Director Product Line Arena Defend
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