The Impact of Business to Consumer E-Commerce on Organizational Structure, Brand Architecture, IT Structure, and their Interrelations

摘要: Previous research on e-commerce has analyzed its influence organizational structure, brand management, and IT structure separately. Drawing transaction cost theory, we analyze the simultaneous impacts of business-to-consumer (B2C) architecture, structure. We survey 49 chief marketing officers (CMOs) information (CIOs) 64 out 100 most important consumer companies in Austria. show that amount change all three structural elements increases as importance they attach to B2C grows. Furthermore, both architecture are significantly linked each other, even after control for e-commerce. find mixed results hypothesis higher levels enhance dependence marketing-related changes architecture.