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E-business strategy development: an FMCG sector case study

机译：电子商务战略发展：快速消费品行业案例研究

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Purpose - This paper sets out to discuss the development of an e-business strategy by a UK soft drinks company. It is based within the Fast Moving Consumer Goods (FMCG) sector (also known as Consumer Packaged Goods), which is characterised by powerful retailers, tier-1 suppliers of industrial end-products and ingredient/raw material producers further upstream. The paper aims to examine the tensions created at tier-1 level relating to the adoption of e-business solutions for B2B activities. Design/methodology/approach - The paper draws on the literature to describe the technological options for achieving e-commerce, focusing particularly on Electronic Data Interchange (EDI) and internet-mediated e-commerce. It then explores the current uptake of e-commerce, and the drivers and barriers that relate to its adoption. The theoretical issues identified are explored empirically using data gathered from a case study of Princes Soft Drinks. A detailed survey of organisations within its supply base was conducted in order to inform the development of its future e-business strategy. Findings - The results of the survey indicate a lack of enthusiasm among Princes' supply chain members for the adoption of e-commerce generally and for internet-mediated e-commerce solutions in particular. Research limitations/implications - The empirical survey is limited to the UK soft drinks sector and allows for the development of descriptive findings. These findings, discussed within the theoretical context of the paper, have potentially wider implications for the FMCG sector as a whole. Practical implications - The work has significant implications for the development of Princes' e-business strategy, and - by extrapolation - for other companies operating in similar commercial environments. Originality/value - The paper reports original empirical research in the commercially important FMCG sector. Its value stems in part from the examination of the supply chain tensions created at tier-1 - between powerful e-committed retailers and e-reluctant industrial suppliers.
机译：目的-本文着手讨论英国软饮料公司制定电子商务战略的过程。它位于快速消费品（FMCG）部门（也称为消费包装商品）内，其特征是强大的零售商，工业最终产品的一级供应商以及上游的原料/原料生产商。本文旨在研究在一级针对B2B活动采用电子商务解决方案方面所产生的紧张关系。设计/方法/方法-本文利用文献描述了实现电子商务的技术选择，尤其着重于电子数据交换（EDI）和互联网介导的电子商务。然后探讨了电子商务的当前应用以及与电子商务的采用相关的驱动因素和障碍。使用从Princes Soft Drinks案例研究中收集的数据，以经验方式探索确定的理论问题。为了对其未来电子商务战略的发展提供信息，对其供应基地内的组织进行了详细调查。调查结果-调查结果表明，王子的供应链成员对普遍采用电子商务，特别是互联网介导的电子商务解决方案缺乏热情。研究的局限性/意义-实证调查仅限于英国软饮料行业，并且可以发展描述性发现。在本文的理论背景下讨论的这些发现，对整个快速消费品行业具有潜在的广泛影响。实际意义-该工作对Princes电子商务战略的发展具有重要意义，并且通过推断对在类似商业环境中运营的其他公司具有重大意义。原创性/价值-该论文报告了在具有重要商业意义的快速消费品领域的原始经验研究。它的价值部分源于对第1层（强大的电子承诺零售商和电子勉强的工业供应商之间）造成的供应链紧张状况的考察。

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