Creacion De Valor

PGADE Enero - Marzo 2002

Lecturas del Curso

Planeación Estratégica para Negocios Electrónicos

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Período en el que se utilizará: Enero-Abril 2002 Nombre del curso: Planeación Estratégica para Negocios Electrónicos Instructor responsable: Dr. Luis García, Ing.Manuel Sama No. de alumnos esperados (contando el del instructor): 50 Nombre del editor o compilador: John Wiley And Sons Lugar de la publicación: Chichester, England Título : Strategic Management Journal Editorial: John Wiley And Sons Autor/editor: Raphael Amit and Christoph Zott Capítulo/artículo: Value Creation in E-Business Año (fecha) de publicación: Junio/Julio 2001 Paginas: 493 al 520 ISSN/ISBN:0143-2095

Strategic Management Journal
Strat. Mgmt. J., 22: 493–520 (2001) DOI: 10.1002/smj.187

VALUE CREATION IN E-BUSINESS
RAPHAEL AMIT1* and CHRISTOPH ZOTT2
1

The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, U.S.A. 2 INSEAD, Fontainebleau Cedex, France

We explore the theoretical foundations of value creation in e-business by examining how 59 Americanand European e-businesses that have recently become publicly traded corporations create value. We observe that in e-business new value can be created by the ways in which transactions are enabled. Grounded in the rich data obtained from case study analyses and in the received theory in entrepreneurship and strategic management, we develop a model of the sources of value creation. The modelsuggests that the value creation potential of e-businesses hinges on four interdependent dimensions, namely: efficiency, complementarities, lock-in, and novelty. Our findings suggest that no single entrepreneurship or strategic management theory can fully explain the value creation potential of e-business. Rather, an integration of the received theoretical perspectives on value creation is needed. Toenable such an integration, we offer the business model construct as a unit of analysis for future research on value creation in e-business. A business model depicts the design of transaction content, structure, and governance so as to create value through the exploitation of business opportunities. We propose that a firm’s business model is an important locus of innovation and a crucial source of valuecreation for the firm and its suppliers, partners, and customers. Copyright © 2001 John Wiley & Sons, Ltd.

INTRODUCTION
As we enter the twenty-first century, business conducted over the Internet (which we refer to as ‘e-business’), with its dynamic, rapidly growing, and highly competitive characteristics, promises new avenues for the creation of wealth. Established firms are creating new onlinebusinesses, while new ventures are exploiting the opportunities the Internet provides. In 1999, goods sold over the Internet by U.S. firms were estimated to be $109 billion and by the end of 2000 should reach $251 billion.1 By 2002, it is

likely that over 93 percent of U.S. firms will have some fraction of their business trade conducted over the Internet.2 Although U.S. firms are considered worldleaders in e-business, the rapid growth of the number of businesses that use the Internet is a global phenomenon. Over the period of 1999 to 2001, Europe is expected to bridge the e-business gap with the United States by experiencing triple-digit growth in this area. By the end of 2000, European firms’ e-retail revenues are estimated to be worth $8.5 billion, increasing to an estimated $19.2billion by 2001, as compared to North America’s figures of $40.5 billion (for 2000) which are expected to increase to

Key words: value creation; e-business; business model
*Correspondence to: R. Amit, The Wharton School, University of Pennsylvania, 3620 Locust Walk, Philadelphia, PA 191046370, U.S.A. 1 Source: Forrester Research.
2

Source: Forrester Research Report, ‘eMarketplaces Boost B2B...