Info

Strongly agree [1]

Partially agree [2]

Neither agree nor disagree [3]

Partially disagree [4]

□ Disagree [5]

1 Gaining senior management buy-in/resource

32.14% (27)

35.71% (30)

11.9% (10)

8.33% (7)

11.9% (10)

2 Gaining buy-in/resource from traditional marketing functions/brands

15.48% (13)

39.29% (33)

23.81% (20)

10.71% (9)

10.71% (9)

3 Gaining IT resource/technical support

32.14% (27)

(9)

11.9% (10)

8.33% (7)

4 Finding suitable staff

15.66% (13)

44.58% (37)

22.89% (19)

13.25% (11)

3.61% (3)

5 Finding suitable digital media agencies

9.52% (8)

26.19% (22)

35.71% (30)

15.48% (13)

13.1% (11)

6 Other (please enter challenge)

36.84% (7)

15.79% (3)

31.58% (6)

10.53% (2)

5.26% (1)

Figure 4.22 The main challenges of e-marketing (n = 84)

Source: E-consultancy (2005)

Change management

Controls to minimise the risks of project-based and organisational change.

Organisational structure decisions form two main questions. The first is 'How should internal structures be changed to deliver e-marketing?' and the second 'How should the structure of links with partner organisations be changed to achieve e-marketing objectives?'. Once structural decisions have been made attention should be focused on effective change management. Many e-commerce initiatives fail, not in their conceptualisation, but in their implementation. Chaffey (2007) describes approaches to change management and risk management in Chapter 10.

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