In this German-language textbook, Tobias Kollmann describes the theoretical foundations of and practical considerations for purchasing, selling, retailing, contact and cooperation management on electronic networks. As he does so, he consistently sets out the basic building blocks – system solutions, processes, management, marketing and implementation – in the context of the associated online platforms, giving special consideration to the requirements and characteristics of electronic commerce. The descriptions address the topic from both a business and a technical point of view, ensuring that the entire e-business spectrum is covered.

Praise for the book:

The challenge of e-business practice and theory

The most important part of this book comes right at the beginning. Sounding three alarm sirens, Tobias Kollmann warns us of the threefold ignorance that exists in Germany regarding our digital future. Our young, insufficiently digitally qualified graduates, our absentee startup sector and our reluctant middle management class are indicators of a worrisome trend. The need for digitalisation competence is increasing, while our competence base is rather weak.

What is the cure? Knowledge!

Thanks to this book, which is currently in its 6th edition, Professor Tobias Kollmann has nine years’ experience of the challenge of positioning a work in a highly dynamic environment (such as the internet economy) with all the information necessary to meet the requirements of practice and science. Has he (once again) mastered this challenge? The enduring popularity of the new editions speaks for itself. More important than its financial success, however is the solid content the book offers. The current edition once again offers enormous substance, not only in terms of its almost 1,000 pages, but above all through the ever-successful combination of theory and practical examples, learning content and progress checks and the author’s own skills and comprehensive literature recommendations. – Dr. Winfried Felser

Content:

• E-business principles
• E-procurement principles
• E-shop principles
• E-marketplace principles
• E-community principles
• E-company principles

“E-Entrepreneurship” tackles the founding and financing of young companies in the net economy. Such “e-ventures” – which exist in the internet, mobile and interactive television sectors – have now established themselves as significant part of the general economy. With this as its jumping-off point, the textbook describes the basic principles of founding a business based on electronic business processes (e-business). Success factors for e-business start-ups are described for each individual phase of the founding and growth processes, with special consideration being given to the requirements and characteristics of the e-business sector.

The Content

• Principles of e-entrepreneurship: terms, trends, commercial framework
• Developing ideas in e-entrepreneurship: requirements, methods, market structures
• Developing ideas in e-entrepreneurship: business plan, business models, processes
• Implementation of ideas in e-entrepreneurship: product, competition, market access
• Progression of ideas in e-entrepreneurship: communication, investment, exit
• Current examples of e-commerce start-ups

The road to one’s own company is never without risk, and it takes time for a company to establish itself on the market. If you fail, you usually lose a lot of money. This is exactly where Eric Ries’ “lean startup” method comes in: it is fast, resource-friendly and radically oriented towards success. The theoretical playing-out of scenarios allows readers to determine the chances of success of ideas, products and markets from the outset – and even during the start-up phase, the ever-changing state of affairs is constantly under review. “Do, measure, learn” is the never-ending evaluation process that saves huge amounts of time, money and resources and offers the opportunity for spontaneous correction of an erroneous course. The lean startup approach has already proven itself thousands of times in practice and is becoming increasingly popular in Germany too.

Praise for the book

“Eric Ries’ lean startup method first won extreme popularity in the US. He is author of the startup blog Startup Lesson Learned and co-founder of IMVU, a gaming and entertainment network. In 2007, Business Week named him one of the best young business owners in the technology sector; in 2010, he became an Entrepreneur-in-Residence at Harvard Business School. In addition, he has co-authored many books and continues his activities as a company founder – for example, in his capacity as a senior software engineer at There.com.”
Amazon.de

Personalisation is an important competitive advantage in commerce. As such, this book shows how retailers can use modern e-commerce technology to create individually customised offerings and, in doing so, increase sales and customer value. Authors from the fields of research, consulting and practice explain the possibilities and impacts of personalisation and give an outlook on probably future developments, while case studies from well-known online retailers provide examples of best practice. Although the topic has already been widely discussed in the commercial world, there have – until now – been many unanswered questions, from conception and implementation to legal considerations. This book provides answers.

The content:

• The customer as a focus of the dialogue
• The maturity model for personalisation in e-commerce
• Personalised prices in commerce
• Making sure your personalisation practices are legally sound
• Personalisation via all digital touchpoints – a process model using otto.de as an example
• Case studies for ABOUT YOU, Babymarkt.de, Google, Design3000
• Data as a driver for business models

With contributing author Markus Fost