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| Author: | Wells, J.D. Gobeli, D.H. |
| Title: | The 3R framework: Improving e-strategy across reach, richness, and range |
| Journal: | Business Horizons
2003 : MAR/APR, VOL. 46:2, p. 5-14 |
| Index terms: | Strategic management Electronic commerce Information technology USA |
| Freeterms: | e-business e-commerce |
| Language: | eng |
| Abstract: | Identifying effective strategies for designing and implementing e-business initiatives has been a persistent challenge for both practitioners and academicians. A conceptual framework is needed for leveraging digital attributes based on three dimensions: reach, richness, and range. By defining and combining these dimensions to create an integrated e-business strategic framework, this article provides executives and managers with a way to initially assess their current e-strategy, as well as a prescriptive direction for strengthening it. To realize the benefits of leveraging the 3R framework, a firm should consider high-level, strategic guidelines as follows: 1. Extend reach digitally. 2. Enhance richness digitally. 3. Expand range digitally. |
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