Additional specifications and requirements

Business Scenario

[Type the document title]

The internet has impacted nearly every form of daily life. This includes everything from the way that people interact with each other socially (through social networking), to how they purchase various goods and services. As a result, a shift has occurred in the way that consumers are utilizing this new technology to perform a variety of tasks. Evidence of this shift can be seen, by looking no further than the increasing number of wireless devices that are being used by consumers on a regular basis. In a recent study conducted by Pew Research, they found that nearly 59% of all U.S. adults were accessing the internet through either: wifi connections or some type of mobile device (such as smart phones). ("PEW Wireless Internet Usage Rising," 2010) This is significant, because it underscores how the internet is continuing to be used for a variety of different purposes. For businesses, this means that they must evolve to the changes that are taking place, by establishing their own presence. In the case of many SMEs, they must begin to use a number of different tools and tactics, to be able to successfully adapt to these changes. However, given the rapid pace of what is taking place, means that many organizations may not fully understand the overall scope of challenges they could face, when implementing and running this aspect of the business. In this study, we will examine the challenges that a furniture-based SME faces, with implementing a strategy of using: B2C solutions to compliment its B2B and traditional retail stores. To determine the various issues that this organization will face requires: identifying / addressing operational considerations and identifying / addressing prerequisites for profitability. This will be accomplished, by looking at the different issues that are common with most organizations implementing these changes. Where, an examinations will be conducted looking at the issues of: integrating the legacy system, compatibility, resistance to change, costs of integrating the two systems, the cost of labor, additional resource requirements, security issues, building trust, previous experience of established retailers and the online marketplace. Once this takes place, it will provide the greatest insights, as to what challenges the SME will face going forward and strategies; that can be used to mitigate these effects.

Aims and Objectives

Over the last several years, the internet has had profound impact upon the way consumers shop and business transactions are conducted. Where, the increasing number of people using the internet for a variety of activities has created a cultural shift. Evidence of this can be seen by looking no further than worldwide internet usage between 2000 and 2010. As the total number of internet users would increase from 360 million people (in 2000) to 1.96 billion (as of June 2010). ("Internet Usage Statistics," 2010) This is significant, because it shows how the internet is quickly become the place, that people will use to interact with each in a number of different ways. One area where this can be seen is with business to commerce (B2C) transactions. Simply put, B2C is when a retail business will sell various products to consumers who are purchasing them through their website (often called e-commerce). A good example of the overall growth potential of B2C can be seen by looking no further than a survey conducted by Forrester Research, which found that online sales will grow for $175 billion in 2007 to $355 billion in 2012. ("E-Commerce Growth," 2010) The reason why such a shift has been occurring is: because many consumers prefer the larger selection and the lower prices that they can find online. As a result, this has lead to a shift in the way many small and medium enterprises are operating (SMEs). The office furniture company that is being examined has a good start into the area of B2C. This is because of their success in the B2B arena (selling their products to other businesses). Now that they have established their presence in the area of B2B, they are ready to aggressively start using B2C, as a way to help increase sales. However, to avoid some of the common mistakes made by other companies that have entered the e-commerce too quickly; requires looking at various operational considerations and challenges they have faced. This will be accomplished by examining a variety of different issues to include: integrating the legacy system, compatibility, resistance to change, costs of integrating the two systems, the cost of labor, additional resource requirements, security issues, building trust, previous experience of established retailers and the online marketplace. At which point, these variables will be compared with the different objectives of the study to include: identifying operational considerations, advising the company about possible operational issues, identifying key requirements for profitability and advising on issues that are necessary for profitability. Together, these different elements will provide the greatest insights, as to the overall challenges that will be faced by the SME, when it begins using e-commerce as a part of it business model.

Literature Review, Analysis and Discussion

Literature Review

In the literature review we will examine various operational considerations and profitability issues that could have an impact upon the furniture company that is being examined. There will be particular emphasis placed on the issues of: integrating the legacy system, compatibility, resistance to change, costs of integrating the two systems, the cost of labor, additional resource requirements, security issues, building trust, previous experience of established retailers and the online marketplace. These different elements will provide an overview as to what possible challenges the furniture company could have to deal with, when implementing its B2C strategy.

To determine this we looked at a number of pieces of information on e-commerce. The article by Carrol (2009) discusses the current issues that face all businesses when they are going into the area of e-commerce to include: security, trust, privacy and easy access. Security is the largest issue that faces the company, as the information that is stored on the company's servers could be used for purposes including: identify theft and lost / stolen information. This information is important, because it can be used to highlight how security is a major issue that must be considered as part of all operational considerations. Where, the most successful entities will make this one of their top priorities for both B2C and B2B services that they are providing. As a result, this will help to provide insights as to a number of possible challenges that must be accounted for at all times.

The information from this source is useful, because it highlights various issues as to what possible challenges and threats, an organization must be prepared for when implementing their strategy. Where, they will have to address all of the concerns of the customer and build trust in the products / services they offer. In the case of the company we are examining, this will help to highlight what possible challenges they could face when implementing the B2C model. That being said, the initial success they had in the B2B arena could be used with this information, to help form a strategy to address these possible issues.

The information from: Khosrowpour (2004) discuses the impact that security issues can have on an organization. Where, they will constantly face the threat of cyber attack, in an effort to gain access to customer data files containing sensitive information. That being said, technology has evolved to the point, where many organizations can adapt to the changing nature of the threats that they will face. This is accomplished by establishing a detailed security protocol that would contain the elements of: providing total protection, assessing for possible threats, having a continuity plan, utilizing a variety of technologies, strategically placing the people where they can be effective and creating a flexible strategy. Providing to total protection is when a business will use all of the different elements, to protect against the overall level of threats. This would include: everything from forming the basic strategy to effectively monitoring what is occurring. Assessing for possible threats is when you are looking for both internal and external vulnerabilities that could utilized to: gain access to sensitive information. A continuity plan is when you are detailing the overall security threat the organization is currently facing to include the elements of: fire, intentional destruction of hardware, loss of e-commerce security personnel, loss of technology, loss of utilities, theft of hardware / software, loss of vendors and loss of communication. Utilizing different technologies is when you are analyzing the total amount of security systems that are in place such as: secure socket layers (SSLs) and Secure Electronic Transactions (SET). Strategically placing people where they can be most effective, means that you are educating everyone about the possible threats that could be faced. Then, have everyone serve in a capacity of monitoring for suspicious activity. At which point, they can forward this information onto IT personnel, who can effectively counter any possible security threat. Creating a flexible strategy is when you have examined all of the different elements, to create an effective plan that can adjust to the changing nature of the threat. This means that you must continually monitor and communicate about possible changes, pertaining to the overall scope of the threat. Once this occurs, is when an entity will have an effective security procedure that will adapt to the various changes that are taking place.

This is significant, because this information can be used to corroborate the overall nature of security threats that could be faced by the SME. Where, this information is useful in helping to identify and address possible operational considerations that must be taken into account. As a result, this will help to provide not only a glimpse of possible security challenges that will be faced, but it will also help to establish an effective IT security protocol.

When you compare this with the previous source, this information can be used to highlight specific security threats that the company we are examining could face. Where, it discusses the possibility of a cyber attack and the overall threat it represents. Then, the tools to help mitigate the possible impact can add to the foundation of the overall security threat faced. This will help the organization to build off of the information from the previous source, which found that trust was a major issue for most people. If an effective strategy can be implemented. This will help to foster and establish trust for the B2C division.

In the piece of literature from Reynolds, (2004) the author discusses how various security threats can be addressed, by providing layered levels of protection for all systems. This is where an organization will structure their web site, by having different systems and subsystems, designed to prevent a possible attack from occurring. This would include using a combination of a number of different elements to provide effective levels of protection such as: routers, user account security, added layers for sensitive data and software security.

Routers (firewalls) would serve as the initial frontline defense against a possible attack. This is when there is an electronic device that will securely forward traffic to various areas of the website securely. If someone tries to access different areas that are unauthorized they will automatically be prevented from reaching these areas. This is designed to prevent what is known as the denial of service attack. This is when hackers will attempt to shut down an entire website through a number of different techniques including: the ping of death attack, attempts to flood the host system, mail bomb attacks and host system hogging. This is important, because this will form the basic frontline defense that will protect a website against possible cyber attacks.

User account security is when you are attempting to prevent hackers, from using someone's personal information to gain access to the web site. This involves utilizing the tools of: authentication and authorization. Authentication is when you are creating series of blocks that requires: someone to verify who they are, before receiving access. This could include: using one time passwords, digital signatures and login passwords; to verify the identity of customers. Authorization is when you are defining what areas of the website a customer may have access to. This can be used in conjunction with authentication, to serve as a secondary line of defense. Once this occurs, is when this can serve as an effective way of increasing the overall levels of security at the SME's website.

Added layers of protection of sensitive data is when you are looking at what parts of the website could be most vulnerable to cyber attack. Those areas that contain the most sensitive information (such as credit card numbers) needs to be given additional layers of protection. This would mean, storing this information on separate server and having encryption technology in place, to prevent hackers from having easy access to the information. At which point, an added layer will be added to the overall levels of security for the website.

Software security is when you are monitoring for various glitches in the software that could give someone access to the website. The way it works is various programs will have weaknesses that are exploited, by hackers all the time through: manipulating the HTML code. Once this takes place, the hacker can use this as a backdoor to have increased access, by hiding in between firewall / routers. At which point, they will be able to begin attacking the website from the inside, which increases the chances that they can gain access to this information.

This is significant, because it shows how a multiple layer approach can help increase the total amount of security for the company. Given the fact that the SME is venturing into B2C, means that they must utilize this kind of system, if they plan on being able to successfully prevent security related issues from becoming a problem. As a result, this information can be used to identify and address how this operational issue can be effectively dealt with.

When you compare this with information from the previous sources, it is clear that this helps to add to overall tools that can be used, to increase the underlying amounts of trust in the organization. As the types of tools / tactics, will improve upon the initial security strategy, making it difficult for the company to have any of its information compromised.

Pankaj (2005) discusses the impact that e-commerce can have on existing retail businesses. Where, they are trying to use this as a way to be able to reach out vendors and customers. The problem is that many customers and vendors are so use to the current system that is in place, that they do not use the e-commerce system. This causes managers to become concerned, because their overall rate of return declines and the organization has change, to effectively utilize this model. The key is enticing customers and vendors, to begin using the website as an alternative to the retail locations. To achieve this objective, it advisable that managers create a site that can easily compliment the retail location and will stand out from competitors.

This information is significant, because it can be used to show how integrating the retail locations and the website can be challenging. In the case of the furniture company that is being examined, this helps to provide more understanding of possible integration issues that the company faces. At the same time, it is useful in helping to identify and address various operational issues that the company is facing.

When you compare the information from this source with others that were presented, it is clear that making the site user friendly is an important aspect of building trust. This can be used with the ideas that were presented earlier, to establish how trust is built based upon the overall security strategy and how user friendly the web site is for customers as well as vendors. Once this takes place, you can use the B2C division as compliment to the company's retail outlets.

In the piece of literature from Chakrabarti (2002), it discusses the challenges of switching to an e-commerce solution as a part of their retail strategy. Where, established retailers will often face a sense of complacency from managers / executives, who do not see the value in using such a strategy as a part of the business model. Once this takes place, it can mean that many entities will have trouble making a successful integration of their traditional brick and mortar business, with an e-commerce solution. To counter this situation, a strategy of having select managers at key positions, who can work with everyone, will help to effectively address these issues. This is important, because executives will play a major role in creating that sense of excitement, with the public and vendors. Over the course of time, this will spread throughout the entire organization. At which point, the B2C solution will become a part of the cultural traditions of the business.

This information is useful, because it can help to identify possible integration issues that could be faced, with implementing B2C as part of a legacy retail operation. Where, you can corroborate these ideas surrounding possible integration issues, with our sources discussed earlier. At which point, it will provide more concise views of what issues; the SME will have to deal with, when implementing the B2C model and how they can be mitigated. This helps executives and managers, to understand the overall scope of possible operational issues that they will face. At the same time, it provides an effective solution that can be used to mitigate the negative effects as much as possible. Once this occurs, is when the integration process will run more efficiently, as these objectives are being achieved.

When you compare this with the information that was presented earlier, this can help to establish internal issues that could affect how customer trust / loyalty is built. Where, the enthusiasm of the staff will be necessary to ensuring that the strategy is working as effectively as possible. Once this takes place, is when you can be able to ensure that the security and look / feel of the web site are as effective at creating a favorable image of the organization.

In the source by Reuven (2000), the author discusses the impact that B2C transactions are having on the world of retail sales. With some of the large retailers such as: Wal-Mart and Home Depot having large expensive retail operations. This is problematic, because this kind of business model is losing market share to e-commerce businesses, which can offer customer a larger selection and more competitive prices. Evidence of this can be seen with comments from Amazon.com CEO Jeff Bezos, who said that retailers will never be able to offer customers as large of a selection or significant discounts, in comparison with e-commerce businesses. As a result, a shift has occurred in the business models of retailers. Where, companies such as: Wal-Mart and Office Depot; are embracing a strategy that utilizes a combination of retail along with B2C. An example of this can be seen with the sharp rise in Office Depot's profitability after implementing such a model, with earning rising 492%. However, the overall degree of these changes that are being implemented will have an effect on profit margins. As the sudden in the B2C solutions will determine: if it can compliment a business model or create radical changes. This information is important, because it show how utilizing such a strategy, can help to increase the overall profitability of the company. As a new form of entity is evolving, retailers that are using the traditional retail system with B2C.

This is significant, because it can be used to show how integrating the legacy system, with B2C operations is necessary to be successful. However, the problem is overall scope and degree that they are being implemented. Instead, an approach must be taken, where there is a focus on implementing planned and gradual changes. If this can occur, the implementation of the e-commerce solutions will help to increase the overall bottom line of the company. Similar to what happened with Office Depot, after the implementation of such a model. This information can be used to show various operational issues that must be considered, as the degree of the changes and the pace of implementing them; will have a dramatic impact upon the overall bottom line of the company. At the same time, these integration issues are useful, in highlighting what techniques the SME must use when executing their strategy. As these different elements will play a critical role in determining how successful the organization will be.

The information from this source can be compared with the ideas presented from earlier, to establish how existing retailers were able to make the transition to e-commerce. Where, they were taking the image of their brand and were able to transfer this to their B2C division. This is because they made certain that their web site addressed the issues of: security, it was user friendly and managers were enthusiastic about the changes that were occurring. Together, these different elements would allow the company to establish trust on the internet, through the gains they had made in their retail locations over the years.

In the piece of literature by Van Horn (2003), the author discusses how Amazon.com was able to revolutionize, the e-commerce industry. Where, it was able to take a simple business model of selling various products (such as books and CDs) directly to the general public. During the early years of the internet, this model would allow Amazon.com to experience above average growth. Then, after the dot com bubble burst in 2000, this model would change, as the company would exposed to swings in the economic cycle. At the same time, the CEO was pushing the company to redefine retailing, which would mean that employees would often have to work overtime. This was problematic, because it would lower the company's profit margin. To overcome this challenge, Amazon.com began to form strategic alliances with traditional brick and mortar retailers (such as Target, Borders as well as Circuit City just to name a few). This would allow the company to increase their overall profit margins, while not requiring staff to work longer hours. This is important, because it highlights that when any company is working with a B2C solution, they must be prepared to adapt to changes that are occurring in the business model or the economy. In the case of Amazon.com, their business model was exposed to slight changes in the economic cycle and higher labor costs. As their focus, during the 1990's would cause employees to experience the pressure to work overtime on a regular basis. This caused labor costs of the organization to increase, as they were forced to hire more employees or pay the increases in overtime. Once they began forming strategic alliances, is when the company would be able to increase their profit margins, by spreading out the overall costs of labor and other factors. This helped Amazon.com increase the different products that they were offering to consumers, without causing large price increases. As a result, this strategy would allow the company to redefine B2C.

This is information is significant, because it useful in showing how the furniture SME will face the possibility of increased labor costs. These costs will increase, because the company will have to: hire additional staff, provide additional training, pay overtime costs and the additional benefits for new employees. However, if managers / executives can have a certain amount of flexibility, they will be able to increase the bottom line of the company. This information is useful, in helping to understand how labor costs will play a major factor, when integrating B2C solutions, with a traditional brick and mortar operation. At the same time it helps to determine: various operational considerations, while examining how such a strategy can help to increase profitability. As a result, the information from this source can be used as a way to be able to highlight how labor costs, must be accounted for, by utilizing flexible strategies that can help mitigate the risks. If this kind of an approach can be taken with the company's B2C operations, the odds are high that this can help them be able to redefine their business model and the industry.

When you compare the ideas presented in this source, with others that were examined earlier, it is clear that this provide another way of establishing trust. Where, various web sites have formed partnerships with established retailers. This means, that they can use the benefits from the trust and loyalty other customers have with their partners, to their advantage. Over the course of time, this could help to improve the levels of trust that consumers will have in the e-commerce division. As a result, the ideas presented build off of the fact that trust is based on: having good security, web sites that are user friendly, enthusiastic managers and various alliances

Higgins (2010) discusses the impact that CRM technology is having on the industry. Simply put, CRM technology allows companies to be able to more effectively manage customer data; so that they can offer each customer those products that they are most interested in. The problem is: that many of the e-commerce and traditional retailers are not using them as effectively as they could. Where, many of these different tools are underutilized by a variety of organizations. This causes the business model to become less effective, as these organizations are taking a lax approach when it comes to utilizing this B2C tool. However, those organizations that utilize all of the different features are able to redefine their business, which helps to increase profitability and increase the overall customer experience. This information is useful, because it identifies specific factors that could cause a company to lose focus. Where, they have a great strategy for effectively utilizing e-commerce as a way to increase their profitability. However, because the different tools are not being used effectively, means that the organization will not see the full effect that they could receive by not utilizing all of the different tools.

This is significant, because the information that was presented in the source; highlights another integration issue that traditional and e-commerce retailers will face, as they are not utilizing their tools as effectively as possible. In order to avoid such situations, requires taking this issue into account as a part of the operational considerations and profitability issues facing the company.

The ideas from this source help to corroborate how the underlying issue of trust is built or destroyed by an organization. Where, the underlying levels of customer contact will determine how profitable an organization will be in the future. This can be used with the ideas discussed in other sources to corroborate how: security, the web site itself, management and how various tools / tactics are applied; which will determine how much trust consumers will have in an organization.

In the piece of literature written by Khosrowpour (2004), it discusses the impact that trust will have upon an organization that is implementing e-commerce as a part of their business strategy. Where, those businesses that are relying increasingly on e-commerce solutions are becoming invisible, which can be very challenging. During the process of building trust, the author notes, how rationality does not play a role when building this image with consumers. Instead, trust is built when a business will offer customers a number of different elements to include: building a well-known brand, having a web site that is easy to navigate / user friendly, privacy, effective order processing and the ability to handle customer issues effectively. To effectively build trust with the public, the research suggests that all organizations: educate customers about privacy / security issues, develop policies / procedures that will protect customers, use technology to protect personal information (such as encryption) and provide legal information to customers (usually in the form of disclaimer). This is important, because it highlights how building the trusts of the general public is a major factor that will determine how successful an organization will be in the future. Where, those entities that are able to effectively build trust in consumers will be more successful, as this will help to increase sales and earnings.

This is significant, because the information presented in this source, can be used to highlight how the issue of trust can affect how successful an organization will be in the future. As the overall amounts or lack of trust, will determine how successful an organization will be. In the case of furniture company that is being studied; this information is useful in helping to determine if the new strategy will be effective. Where, the company has an established retail legacy system and B2B operations. These two factors give the company an advantage that is not available to other organizations. That being said, once the company begins aggressively promoting the B2C portion of their business, they must utilize some of the other tools help build upon this image. The ideas presented in this source, allows the organization be able to make the transformation of its retail operations, with its web-based model. Therefore this information is useful in helping to identify / address operational challenges, while helping to establish parameters for tender.

This source helps to correlate the findings from other sources discussed earlier, which found that trust is the central issue in determining how successful an organization will be. As a variety of factors will play a role in deciding how someone will view the company based upon: their levels of comfort, familiarity with the brand and the various products / services that they are offering.

In the piece of literature from Salhoub (2002), the author identifies a number of different issues that all e-commerce retailers must grapple with to include: competence, ability, self-reliance / double contingents and shared value. Competence is when the organization has established itself as professional and the services that they offer, provides added value to customers. Ability is when the organization and their staff are effectively utilizing their different talents, to achieve customer objectives. Self-reliance / double competency is when the organization, will provide other actors (customers) with the products they deserve. Shared values are when everyone in the organization has a belief that they can be able to have positive impact upon the organization. These different elements are necessary, because they help an organization be able to effectively provide customers with the products / services they demand. While at the same time, helping to determine what principals an organization would need to embrace to achieve this objective.

This is significant, because this information can be used to corroborate previous research, on how trust is major challenge that must be wrestled with by the furniture SMEs. Where, these different factors that were outlined could help, to provide a general background of: what elements are necessary to build trust among customers. At which point, this can help to confirm various operational issues and issues of profitability that the organization will face in the future. As trust is a major factor that must be taken into account for any organizational strategy. Given the fact that SME; has an established B2B presence and an existing consumer-based business model, means that these different ideas could be incorporated as part of the business place. Once this takes place, is when the furniture company will be able to make the transformation from selling products through its retail locations to e-commerce, by improving the customer experience.

When you compare the ideas presented in the article, it is clear that trust is a major issue that will affect the profitability of an organization. Where, the previous sources highlighted how it can be affected based on a number of different factors. This source takes these ideas and then expands upon them, to look at other internal aspects inside the organization that could affect the underlying levels of trust.

In this source, Dorey (2010) discusses the different elements that are important for a website to build trust. The most notable would include: having a professional website, telling the customers about yourself, building upon existing customer perceptions, providing complete information about the different products / services that are being offered, offer additional security, having a good refund / return policy and make it easy customers to contact you. Having a professional website is when you make sure that all of the different links are working. At the same time, you want to make sure that there are no grammar / spelling errors. Telling the customers about yourself, is when you are providing them with increased amounts of information about the organization. This would include everything ranging from: providing them with the contact information of the business, to a brief history of the organization. Building upon existing perceptions is when an organization can use an alliance or the perceptions they may have from another business, to serve as a link between the two different models. Providing complete information about the different products / services is when an organization is giving customers full information on the product to include: having pictures, accurately listing the price and giving additional information that customers may find useful. Providing additional security is when a business is giving their customers with a number of different options to include: numerous payment methods and the ability to quickly contact the company about possible privacy issues. Having a good refund / return policy is when an organization is offering customers, an effective way of returning or exchanging those items that may not be up to their specifications. Making it easy for the customer to contact you, is when an organization will provide customers with their email address, telephone number and fax number. The idea is that providing customers with an effective way of contacting an actual person will help to increase the overall levels of confidence by creating a change in perceptions. These different elements are important, because they help to provide another view point, as to what issues must be addressed to build customer support. At which point, those organization that are utilizing these different elements, will be able to increase the underlying levels of trust by encompassing these different element as part of their B2C strategy.

This is significant, because this information can be used to corroborate and highlight other ways that the SME can build trust among customers. As the different elements that are discussed in the source, can work in conjunction with the other sources, to provide a specific strategy as to how this objective can be achieved. This helps to identify key operational issues that are facing the organization and strategies that the company can use to build trust in the organization.

The ideas presented from this piece of literature can be compared with the information obtained from Khosrowpour and Shaloub. Where, it can confirm how trust must become a part of the culture of an organization. With this source addressing some the same issue as the other two. At which point, the author discusses other ideas that could also affect the how the underlying levels of trust are perceived.

In this source, DeBono (2010) discusses the impact that complacency is having on an organization. Where, after a period of success, many executives and managers will assume that their strategy worked effectively at achieving their objectives. This is problematic, because such attitudes can work similar to a cancer that will eat away at the foundation of the strategy that made them successful. With, these ideas of complacency; leading to the false perception that an organization is effectively addressing the needs of customer. At which point, the odds increase that this will become a part of the culture of the organization, affecting the profit margins of the company. To prevent these kinds of situations from occurring, requires that a strategy is utilized that will allow an organization to embrace change. This means that an attitude of discussing the importance of changes and what it means to the organization; must be communicated to the staff on a regular basis. Over the course of time, this kind of vigilance will create a culture within the organization, where everyone is willing to embrace these different ideas. Once this occurs, is when an organization can be able to adapt to the new environment. This information is important, because it discusses how the previous experience of an organization could affect a new strategy that is being implemented. As both managers and executives are reluctant to embrace such changes, for out of fear that these changes could affect the strategy that has worked so successfully for the organization in the past.

This is significant, because this information can be used as a way of identifying, how many executives / managers in the furniture stores, may be hesitant about utilizing e-commerce as a part of the retail legacy operations. The reason why, is because many managers would assume that the current model is working to effectively address the needs of customers, by having the retail locations provide a one a kind experience. While at the same time, the B2B portion of the strategy gives the company an effective presence on the internet. As a result, many executives in the company could fail to fully understand how augmenting the strategy, with a B2C solution can improve profitability. To avoid this kind of situations, it is imperative that the company engage in strategies of using key managers, as a way to address these difference in view points. This will help to provide an understanding, as to how the organization needs to adapt to the changes that are occurring in the future. At the same time, highlighting the importance of these changes will help to prevent such resistance to new ideas. This information is useful, because it can be used to corroborate other operational and profitability issues that the furniture company will face, when they begin using B2C as a part of their strategy.

When you compare these ideas with what was discovered earlier, it is clear that complacency will have a major impact upon the underlying levels of trust. As this has the possibility of poisoning the business environment. Once this occurs, it can mean that managers and employees will not go the extra mile for customers. Over the course of time, this can affect the levels of trust that someone will have in the organization. Where, the success of a company can affect these levels. When you compare this with the ideas being presented earlier, it is obvious that trust has a number of different factors that could affect customer views. Those organizations that can address issues such as: complacency, security and the web site itself; will help to ensure that the customers will always have high levels of trust. Where, these different factors will affect customer perceptions over the short- and long-term.

In this source, Gedds (2006) discusses the impact that the internet is having on personal information. Where, the frequency and use of this information is causing consumers to become less hesitant about providing their personal information for a variety purposes. At the same time, many organizations are not emphasizing the effective storage and retrieval of personal information, which causes the possibility that information, could be lost or stolen to increase. The reason why, is because both consumers and the staff at a variety of organizations have become complacent. The main tools for addressing this issue would include: preventing the use of identity scanners and always remaining watchful for such changes in attitude. This is important, because the information from this source can be used to help identify: profitability issues from an experienced company and various security related challenges.

The different ideas that were presented in the source can help the furniture company that is being examined, to determine how complacency from the staff and customers can have an impact upon the business. As this information can help to identify / address key operational considerations, while determining profitability requirements. At which point, the various ideas can be compared with the other information that was discussed, to determine ways that the effects of complacency can be mitigated, to increase the underlying amounts of security. Once these different issues have been, addressed is when the organization will begin to maximize its profits, by preventing complacency from affecting the overall bottom line.

When you compare the ideas from this source, it is obvious that trust on the internet has to not become as big of an issue (once customers are use to working with a business). This is an important distinction, because it shows how once a company has established trust, the customer will remain loyal to them. This can be used with ideas presented earlier to show how trust will be built initially as: security, internal issues and other factors will play a role. Then, once this faith has been established, is when the customer will have loyalty for a particular business.

In this piece of literature, Liu (2001) discusses the impact of e-commerce on a business. Where, it is playing a major role in helping to redefine the way businesses will interact with customers and the way that various products / services are being delivered. However, to reach out to these changing demographics of customers, requires that all of the different tools and techniques of B2C must be utilized to achieve this objective. The most notable would include: performing information filtering / comparisons, helping customers make prudent decisions, providing customer with products they demand at affordable prices and following up with effective customer service. These different elements are important, because they highlight how a shift is occurring, in way many companies will interact with customers. As the changing online environment, means that they must provide customers with a more unique shopping experience.

This information is useful, because it highlights a shift that is occurring in the world of business. Where, many retail business that have existing legacy retail operations, must augment their business model, to one that provides customers with better services and lower prices. At which point, the ideas from this source can be used to underscore various operational considerations and profitability issues that the company may have to wrestle with. However, if the SME, can utilize the different tools / techniques mentioned above, as a part of the marketing strategy. They can improve the chances that they will be able to make a smooth transition in implementing both business models. This will help the organization be able to effectively implement the B2C portion of their strategy intelligently, by considering how to utilize the different tools to improve the customer experiences.

The information from this source helps to identify how trust is established. Where, those businesses that will provide better service and offer greater value will be able to effectively build trust with their customers. This can used with the ideas that were presented earlier, to highlight how trust is part of using various tools and techniques, to instill this mindset in consumers. Once this takes place, it will help an organization be able to effectively implement B2C solutions with their traditional brick and mortar operations.

In this source, Ghazaly (2005) discusses the impact that B2B can have an organization. The benefits that it offers includes: lower costs, the ability to locate new customers quickly and more effective monitoring of the supply chain / corporate spending. The different challenges of implementing B2B would include: creating a change within the culture of the organization, the costs of implementing such protocols can become expensive and supplier related issues. These different areas are important, because they highlight a shift that has occurred in the world of business. Where an increasing number of organizations are: using both B2C and B2B, to effectively adapt to the changes that are occurring.

This information is useful because these different benefits and challenges of B2B can be compared with the SME that is being examined. Where, the company is currently using B2B as a part of their business strategy. This means, that many of the different benefits from using this model are currently being received the organization. Yet, when you look at the different drawbacks, these ideas can help to see what possible issues could be faced, by the company when trying to implement their B2C model. As a result, this can be compared with some of the other information presented earlier, to determine how prepared the company is for the proposed changes. This will help to provide a greater understanding of the possible challenges that the company will face, as it is augmenting it current strategy. Once this takes place, is when an organization will have a more in depth understanding of the overall scope of operational consideration and how they can impact profitability.

When you compare the information that was presented from this source, with what was discussed earlier, it obvious that the B2C model will have a number of unique advantages for the organization being examined. Where, this can be used with the various issues of: security, trust, internal affairs and other factors; to see how the company will face a variety of challenges as well as opportunities. With this piece of information highlighting, the various advantages that will be realized, once the organization implements such a strategy. As a result, we can use the different ideas presented, to understand the overall scope of challenges and opportunities an organization will face.

In this piece of literature, Meall (2004) discusses a major problem that the majority of SMEs are facing is: the inability to handle various IT needs. This would include everything ranging from: the administration to managing various forms of risk (as far as an organization's networks / technology are concerned). For most small and medium sized businesses, these issues are challenging because they do not have the resources to utilize a full service IT department. Instead, they are forced to overlook many of these different aspects, as they have no cost effective solutions for addressing this problem. At which point, the various security risks begin to rise, because of the lack of focus and continuous investment. To mitigate these effects requires: outsourcing these services to a variety of companies that will provide the technical assistance, when they are necessary. Several ways that this solution is being provided to businesses, is through offering flexible options to customers such as: the ability to pay as you go or an organization can agree to annual contract. The different services that are being provided by most companies will vary. Where, some companies will offer a wide range of services to include: purchasing PCs for the company to linking up various satellite offices. While at the same time, other companies will offer more specialized services such as: offering support / assistance to particular geographic regions. This information is important, because it can be used to show how many SMEs often have problems with maintaining and repairing, all of their different IT related technology / solutions. At which point, the various security related issues can become a problem for the company. To avoid these kinds of issues, the different needs can be outsourced to a company that can provide more specialized or full service solutions. At which point, they can address the various technical issues they may face, through a cost effective solution that can work with any organization.

This is significant, because the information can be used to identify other operational issues that could be facing the furniture company that is being studied. Where, they would fall into the category of an SME, meaning that they may not have the financial resources to be able to effectively maintain good IT support for their infrastructure. If the company can utilize the different solutions through outsourcing, they would be able to augment their existing IT support strategy with one that will address their weaknesses. At the same time, it would allow the organization to change with various challenges that could be encountered: from various internal / external issues. This will help executives be able to address various operational considerations and the impact that they could have on the profitability of the organization in the future.

The information from this source can be used with the ideas that were presented earlier on security issues, to provide businesses with tools they can use to address these challenges. Where, this source suggests that outsourcing is a possible solution for cost effectively addressing the problem. This can be used with the ideas presented from Carrol and Khosrowpour to establish a basic security protocol. At which point, the organization can be able to be build trust, by using various security / technology solutions that will work well for their business model. Once this takes place, it means that a business can be able to streamline line its costs, while maximizing it profits.

In this piece of literature, Samiaji (2003) discusses the various internal and external issues that can affect SMEs, which have begun using B2C as a part of their strategy. The different external issues that could affect an organization would include: competitors, suppliers, customers, government and an external consultants. The various internal issues that may have an impact upon an organization include: situations surrounding the owner / manager, resources and employees. Next, the author discusses various strategies that can be used to help mitigate the situation. To include the elements of: evaluating the different IT needs of the organization, examining the current structure of the company, matching the various solutions to general requirements and implementing the different IT solutions. This information is important, because it will provide a basic background, as to how an SME can implement an effective IT strategy, to address the numerous internal / external challenges that the company could face. However, in order for this strategy to be effective, requires using an approach that will require gradually implementing the full changes. As a result, this information is useful in helping to address issues surrounding: possible resistance to change and integrating the legacy system. Where, the strategy provides an effective solution for addressing these objectives. Once this takes place, is when an organization will be able to help improve the effectiveness of the strategy they are utilizing.

This information is significant, because it can identify another operational consideration, which could have an impact upon the bottom line of the organization. Where, the ability of SMEs to address internal and external issues when implementing their strategy, will determine how successful they will be in the future. The reason why is because these issues are tied directly to key issues of: possible resistance to change and integrating the legacy system. As a result, the different ideas presented in the source helps to understand these issues and how they can affect an entity. Once this take place is when an organization can be able to address this operational consideration, which may have an effect upon the profitability of the company.

Looking at the ideas presented in this source, it is clear that various internal and external issues are effecting organization. As this can corroborate how they can affect the underlying levels of trust that customer will have. When you compare this, with the other sources, this information helps to provide more insights about possible challenges that the organization we are examining could have, in attempting to build trust.

In this article, Steinfeild (2002) discusses the impact that many SMEs will face when they are trying to implement a strategy of: switching from the traditional brick and mortar type of solutions to e-commerce. Where, they will often embrace the same basic ideas as a part of their integration process to include ensuring: that the infrastructure, sales / marketing, operations, complementary assets and meeting customer demand. This will lead to increased amounts of: control, goal alignment and talent development. Once this takes place is when an entity will be able to experience: cost savings, increased market share and improved customer perceptions. However, when implementing these different kinds of changes, many executives and managers will be resistant to them. Where, these methods will replace the traditional policies and procedures that are being utilized. To overcome these different challenges, the author suggests that a strategy of gradually introducing the changes and working with executives / managers will help improve the chances of the SME seeing a smooth transition. This information is important, because it is useful in highlighting: various operational challenges, compatibility and resistance to change issues. At which point, an organization can use this information to identify and address various organizational considerations.

This is significant, because this information is useful in correlating various factors that the furniture company could face, when implementing the B2C solution. As a result, this source helps to provide insights regarding what possible integration and resistance issues they could have to deal with. At the same time, it is providing an effective way of addressing these issues. Once this occurs, is when you can be able to corroborate the different ideas with other sources, to see the impact that this change could have on an organization.

The information from this source can be compared with the ideas that were presented in the literature from Samiaji. Where, it discusses the possible strategies that business will use in trying to implement B2C solutions with their retail operations. This can help to address some of the obvious issues that were highlight by Samiaji, where you are ensuring that the organization is able to streamline their different operations, to improve the overall customer experience. Once this takes place, it will help the company be able to address various customer service issues, which will help improve the overall levels of trust in the organization.

In this article, Goolesbee (2000) discusses the impact that taxes would have on an organization. Where, many established brick and mortar companies have created their own e-commerce divisions for their web site. This is because the tax laws applied differently to products and services sold in a retail location, as compared to a web site. In the case of a retail location, they have to pay a variety of local and state sales taxes. This causes their cost structure to increase, which means that they have to pass these higher prices on to consumers. However, with an e-commerce site there are no sales taxes that have to be paid. Instead, they can offer consumers the ability to purchases goods and services tax free. The reason why is collecting tax revenues from sales of B2C activities is difficult, as many organizations could be located outside of the reach of the government. As a result, they can sell a variety of goods and services without having to pay any kind of sales tax (giving them a lower cost structure). This is causing many existing retailers such as Wal-Mart to establish independent online divisions. However, in the future various governments could attempt to impose some kind of sales tax structure on internet-based transactions. This is problematic, because the implications of various sales taxes being applied to internet transactions could mean that the sales could decline dramatically. Evidence of this can be seen by looking no further than a study that was conducted by the University of Chicago, which found that if taxes were applied to internet transactions, online sales could decline by as much as 24%. The reason why is because these taxes would require all B2C and B2B companies, to lose their pricing advantages. This information is important, because it can be used to highlight a major issue that could be affecting retailers going forward. Where, the underlying pricing structure will have an impact upon how and in what way various sales taxes would apply to an organization.

In the case of an office furniture SME, this source can help to highlight another organizational challenge that will faced by the company. As they have exposure to various taxes from the different retail locations. If a number of different governments begin imposing taxes on various goods sold over the internet, it could hurt the company's pricing structure. At which point, the various B2C and B2B models may have trouble working effectively with its traditional retail operations. This would be directly tied to the issues of: compatibility, integrating the legacy system with online operations and changes in the online market. At the same time, it is also highlighting various organizational issues that could affect the company in the future and would have an impact on its overall profits margins.

When you compare these ideas with what was presented earlier, this source provides insights about other possible issues that could be affecting the organization we are examining. Where, it is highlighting how taxes are an important factor in affecting profitability. This introduces a new idea that needs to be taken into account, which could have an impact on the underlying pricing structure of the company. Based earlier research, one of this biggest advantages that is offered from the traditional e-commerce solution is: the large discounts that these businesses can offer customers. If you take this away through excessive taxes, this could have an impact upon the overall levels of trust that consumers will have about an organization.

In this article, Svverson (2010) discusses the impact that e-commerce is having on traditional retailers that are augmenting B2C solutions, to their retail operations. With researchers looking at how e-commerce can help determine how successful an organization will be. This was accomplished by looking at the total impact that integrating existing retail operations with B2C solutions through examining: various bookstores, automobile dealers and travel agencies. The results of the different research, found that all three types of businesses faced similar kinds of challenges. Where, they would see a decline in the number of physical retail locations and an increase in the number of online purchases. Evidence of this can be seen by looking no further than a 45% increase in online sales, while the total number of retail location open would decline 42% between 1994 and 2002. Those businesses that were able to benefit from the increase in online sales, engaged in a unique strategy of providing their customers with: lower prices and they utilized the different tools, to improve the overall quality of services being provided to customers. These factors would allow those organizations that would utilize the B2C solutions as a part of their business model; to see an increase in market share and profitability. The information in this source is useful, because it helps to identify a major factor that could affect implementing a B2C solution. Where, the price structure of an organization must offer consumers some kind of discount beyond the prices of their traditional retail outlets. Otherwise, this strategy will be ineffective at making a successful transition, which could cause the company to lose market share. Those organizations that embrace the idea of offering consumers lower prices will be able to gain market share, as this strategy will help them to benefit from the increase in online sales. As a result this information identifies: integration, compatibility, costs and online market issues.

This information is important, because it shows how the furniture company that is being examined must be able to offer consumers: a discount beyond retail stores prices and improved customer service. Where, the operational considerations could have an impact upon the profitability of the company. To effectively address this issue, requires that the company use a strategy that will offer consumers a significant discount. If this kind of strategy can be utilized along with the company's B2B strategy, it could help them to make an effortless transition into the B2C arena.

The information from this source is helpful in correlating the ideas from the previous literature, by underscoring the overall advantages that a variety of organizations will have about implementing an ecommerce solution. Where, the issue of pricing will determine the overall advantage that this business model will have. If you take the underlying pricing structure away from these businesses (such as through taxation), this can hurt their bottom line of the company. Once this takes place, it means that the underlying amounts of trust that consumers will have about an organization will become questionable, as they are no longer receiving what they want. At which point, there is possibility that the e-commerce model may no longer be effective.

In this article, Higgins (2010) discusses the impact that CRM technology is having on a variety of retailers. Where, the different tools will allow an organization to be able to improve the overall amounts of customer service. This marks a shift that is occurring, as a variety of businesses have been using an increasing amount CRM technology, to improve the overall customer experience. The reason why is because various CRM tools allow a business to: more effectively manage data, it provides numerous ways of contacting possible customers and it can help the organization to reach out to people through social networking. Once this takes place, is when the brand awareness of the different products or services will increase. The information presented in this source is useful, because it highlights a shift that is occurring in the way many organizations will market various products and services. Those businesses that are effectively utilizing these tools can have an impact upon their customers, by reaching out to them through a variety of sources. As a result, this information is useful in helping to identify possible ways to address: various integration, compatibility, cost and online market place issues. Where, this tool can effectively address these different issues that an organization will face, when first implementing a B2C solution as a part of their business model.

The information from this source is significant, because it highlights how the furniture company that is being studied, must be able to use CRM technology to improve customer service and give the company another way that it can market itself. As a result, this is helpful in addressing various operational issues that the organization will face when it is first establishing, B2C operations. At the same time, it could improve the existing operations of the organization as these tools, could be utilized to improve customer service. Once this takes place, is when it will address possible issues that could affect the profitability of business over the short- and long-term.

The information from this source can be used to corroborate how technology can improve the underlying amounts of customer perceptions in an organization. Where, CRM technology can provide a more personal experience for the individual, helping to build brand awareness and trust. This confirms what was discussed in several sources that highlighted how those organizations were able to reach out to customer in a unique way, were able to build trust and improve favorable perceptions of the organization.

In this article, Baen (2000) discusses the impact that e-commerce is having on property values. Where, researchers would compare retail sales with the effects on commercial property values and the amount charged for rent. The results of the different surveys were conducted of business owners and landlords, where e-commerce was having an effect upon retail sales. As the traditional retailers that were focused, exclusively on traditional forms of brick and mortar for business would see a decline in retail sales. This would cause vacancies in properties to rise and the total amount of property values to decline. The information from this source is important, because it can corroborate how e-commerce is changing the face of business. As those organizations that are slow to implement such changes or effectively embrace them, could see a serious implosion in retail sales.

This information is useful because it could provide insights at to the overall impact that the change in business model would have for the furniture company. Where, the successful implementation of a B2C solution could have a profound impact upon the overall bottom line of the company. At the same time, it could cause the property values of various retail locations to increase. This helps to highlight and address various operational considerations by taking into account, how the overall solutions will have an impact upon the organization. Once this occurs, is when this information can be used to corroborate, the impact that addressing the various operational challenges will have upon an organization.

This source provides another interesting aspect on what happens to businesses that implements various e-commerce solutions. Where, those that embrace this business model will see high occupancy rates and property values. When you compare this with other information that was presented, this provides another possible benefit for companies that are considering implementing an ecommerce solution. In many ways one could use this information to argue, that this is because these businesses have been able to build trust among customers. As they offer them a number of different choices they can use to congenitally find the products and services they demand.

In this piece of literature, Reynolds (2004) discusses the impact that many retail businesses will face when they are trying to integrate their traditional legacy operations with e-commerce. Where, many organizations will create separate divisions to handle the different aspects of their business. A good example of this can be seen by looking no further than the UK retailer Screw Fix Direct. This is owned by Kingfisher's B&Q Home Improvement division (a traditional brick and mortar retailer). Where, the company is using Screw Fix, to sell various products / services directly to consumers through the e-commerce model. In the beginning, this would account for 15% of the company's total profits. However, as time went by the online division would begin to show larger rates of growth in comparison with the rest of the company. This is significant, because the use of this strategy would be able to redefine itself, as online sales would give the company 20% of the e-commerce markets for: home repair, improvement and maintenance markets.

The information in this source is useful because it highlights a shift that has occurred in the home improvement market. Where, those companies that are able to offer their different products through e-commerce solutions will see above average growth. This is important, because the information can be used as a blue print for the furniture company that is being examined. Where, it will provide insights, as to how implement a business model that will address the obvious challenges. At which point, the information can be used to highlight how: various integration issues, the previous experience of the company and the online marketplace can be addressed. Once this takes place, it will help establish various parameters, to establish requirements for profitability and how this objective can be achieved.

The information from this source can be used with what was discussed earlier, to corroborate the underling effects that e-commerce will have on a retail business. Where, those organizations that are able to offer customers an increasing amount of choices will be able to effectively reach out to them. When you compare this with the findings, on how e-commerce businesses increase property values, one can infer that this is because the pricing advantages are increasing sales. As a result, this underscores how the B2C model that is being implemented by the organization, will have a profound impact upon the how customer perceives the business, which will have an effect on the overall amounts of trust.

In this piece of literature, Epstein (2004) discusses the impact that pure e-commerce retailers have on traditional retailers. As companies like Amazon.com, were able to seize upon the shift that was taking place. While most retailers did not take the company seriously at the time, this strategy allowed Amazon to thrive. The reason why is because many retailers were slow to adapt to changes that were occurring. As result, Amazon was able to create its own unique market for the different products they offer. In an effort to remain competitive, many traditional retailers began to implement their own B2C strategy. A good example of this can be seen with Neman Marcus, where the company tried to use a similar model that Amazon utilized when it first started (a gradual approach of placing select items online). This strategy did not work well for the company, as the selection of different products was too small to make any kind of difference. At which point, Neman Marcus began posting a large selection of the different products that they sold at various retail stores on the web. In this situation, the company had a number of products that customers were not interested in purchasing. This forced them to use a strategy of eliminating those products that were not popular, while create a newsletter on fashion trends. This offered customers information about what was occurring in the world of fashion and various specials that were offered through their web site. The effects of this strategy, is that Neman Marcus would be able to make a successful transition from a traditional retailer to: hybrid of their legacy system and the B2C model they are using. This information is useful, because it shows how implementing traditional retail operations with the B2C solutions can be challenging. In the case of Neman Marcus, they were forced to adapt the changes that were taking place. However, they could not use the same strategy as Amazon.com. Instead, they would have to use trial and error to make adjustments to their strategy.

The information that was presented in this source helps to highlight: possible integration, compatibility and online marketplace issues. In the case of the furniture company that is being examined, this underscores a number of possible challenges that they will face when integrating an e-commerce solution, as a part of their strategy. Where, they more than likely could face similar issues as Neman Marcus. As a result, the SME must apply flexibility to their approach and begin adapting their model to customer demands. This is useful in helping to identify various operational issues and then addressing how these various challenges can be overcame. Once this take place is when the organization will be able to experience a transformation in their business model. As this strategy will allow them to strategically place those products that customer are demanding, while creating a new approach that can help improve the profitability of the company.

The information from this source highlights, how flexibility needs to be applied as a part of the business model. Where, those companies that adjust their strategies to consumer tastes will be more effective at building trust. When you compare this with what was presented earlier, this illustrates another aspect that managers and executives must keep in mind when they are implementing such a solution. Once this occurs, an organization can be able to effectively provide a way of augmenting their existing retail strategy with a B2C solution. This will improve the odds that this addition to the business plan will be successful

In this article, Plunkett (2008) discusses how Amazon.com is using a business model of outsourcing and partnering with different affiliates / organizations. An example of this complicated relationship can be seen by looking no further, than the partnership that they have with Office Depot and Target. Where, the company will handle all of their e-commerce solutions, while allowing approved third parties to work as affiliates, increasing the overall amount of products they are selling. The effects of this strategy, is that Amazon.com was able to increase the overall amount of products that it is offering to consumers. At the same time, it allows the company to adapt to various changes that are occurring in the field of retail. As these different partnerships and agreements will allow the company to be able to increase its overall bottom line. This information is important, because one could argue that through the strategy of partnering and outsourcing, Amazon.com was able to gain exposure from these agreements. Where, existing retailers allowed the company to become semi-hybrid organization. As these partnerships, would give them exposure in different retail locations, while allowing the company to maintain its online presence.

This information is useful, because it highlights possible ways that various operational and profitability issues can be addressed. Where, utilizing a similar strategy, which can give the SME that is being examined greater exposure and it, will help to integrate the retail / e-commerce operations. This helpful in identifying ways that possible: integration, compatibility, online market place, and building trust issues can be dealt with. As this strategy would increase the exposure of the company and it would help the organization, to adapt its current model with one that can complement the business strategy.

The information from this source can be used with what was uncovered earlier, in the literature discussing the strategic advantages of partnerships. Where, an increasing number of organizations are using this as a way to: reduce costs, increase exposure and help to streamline operations. This allows large organizations to effectively focus their resources on those efforts that they are most productive. At which point, the odds improve that they will be able to reduce costs and increase profitability. Simultaneously, this is helps to build trust in the organization, as it is keeping costs low and the partnerships improve the favorable views of consumers. Over the course, of time this is win -- win situation for both entities, as this helps to achieve these objectives for them.

In this piece of literature, the Federal Trade Commission (2004) discusses the impact that CAN SPAM regulations are having on e-commerce. This is a U.S. law that was passed in 2004, to limit the overall amount of unwanted emails that people were receiving. Under these regulations, businesses are required to have what is known as an opt in list. This is where someone is agreeing to receive information from the company in the future. If they choose not continue receiving the different offers, they can simply opt out of the retailer's list. This information is important, because it highlights how various regulations can apply from one country to the next. As a result, any kind organization that is using this approach must be prepared to be in compliance with the different regulations.

This information is useful, because it can highlight how the furniture SME, must be able to adapt their approach to different countries and the regulations. Where, this will help identify various organizational and profitability issues; that could affect the bottom line of the company. As a result, the information that is presented in the source will help to underscore various: integration issues, costs of integration problems, resource requirements and online market place issues that company will face. However, given the fact that the company is involved in B2B; means, that the effects of the different legal regulations may not be as severe. This is useful, because the current tools and techniques that are being used as a part of B2B will help to address these issues. As some kind of an approach that is combination of B2B and B2C techniques can be utilized. Over the course of time, this strategy could be used to address other legal issues that could facing the company (such as taxes). Once this takes place, is when you will be able to see how the SME can adapt their technology to tackle the underlying issue that could vary (depending upon the location of the customer).

The information from this source is helping to establish another possible challenge that could be facing an organization in over the short- and long-term. As the CAN SPAM regulations will have an impact upon the bottom line of these organizations. At the same time, it can help a business be able, to create a list of new customers and improve the overall consumer experience on their web site. When you compare this with information from possible tax implications, if the law is applied to strictly to businesses it could hurt their overall bottom line. However, following the various provisions of the law could mean that an entity would be able to improve the overall customer experience.

Analysis

When you look at the information that was presented, it is clear that the furniture company that is being examined is facing a number of possible operational challenges going forward. The most notable would include: a variety of security threats, integration issues, resistance to change, general costs / labor costs, building trust, utilizing previous experience and the marketplace itself. The overall scope of possible security threats would include everything ranging from: a possible cyber attack to issues surrounding the storage of personal information. These are important, because they highlight the overall changing nature of threats that an organization will face well into the future. To help address these possible challenges a number of different tools / techniques can be used such as: layering the overall amount of security blocks, creating a culture of vigilance among the staff, utilizing a variety of tools (i.e.VPN, firewalls) and testing these security procedures. The issue of security is an important standard for profitability, as it will play an interconnected role with issues of trust. As many consumers, will use the overall amounts of security, to determine if they should do business with a particular company. Therefore, it is advisable that the furniture SME, examines the how security can impact their organization and create a strategy that will allow it, to adapt with the changing nature of the threat. This means, that they must use an approach that will take into account flexibility and will test the company's security system consistently. If this kind of an approach can be used, it will have a dramatic impact upon the organizations levels of profitability.

The different integration issues that the company could face going forward would include: being slow to adapt the strategy, effectively implementing the two models to flow smoothly, various regulations / laws and maintaining lower prices. To address these different issues, it is advisable that the SME use a strategy that will utilize technology, to improve the overall integration of the two entities (such as CRM technology and email). At the same time, distinct separation must exist between the each division. This will allow the company to maintain a low cost structure; while having each segment of the operation focus on key aspects that can help contribute, to the underlying levels of growth.

Resistance to change will mainly occur from: suppliers, customers, executives and staff. To overcome these various viewpoints, it is advisable that the company use an approach that will reach out to the different groups of people. One way to achieve this objective is to form various alliances with executives and staff. This would be helpful in changing perceptions among customers and suppliers, as executives / staff would play a key role in promoting the B2C model of the business.

The different general costs / labor costs that the furniture SME would more than likely experience would include: increased labor costs and increased costs for delivering / advertising the new divisions. Labor cost will automatically increase, as the strategy will require existing employees to work longer hours and the business to hire more employees (to keep up with increasing in demand). At the same time, the cost to promote the B2C segment will increase, as the company will be required to engage in different promotional strategies. To mitigate these effects as much as possible, it is advisable that the organization engage in a strategy of forming various strategic alliances with e-commerce and hybrid retailers (a combination of traditional retail with e-commerce). This will help to reduce labor cost by using the pricing structure of allies, to your advantage. At the same time, a variety of different services could be outsourced to organizations that will work on contractual basis. To reduce advertising and general costs, the various CRM tools could help to improve the storage / retrieval of a variety of data. This can be used to promote the B2C division, while helping to enhance the customer experience. Over the course of time, these different strategies will help to reduce costs, which would help to increase the profitability of the organization.

Building trust is when an organization is taking steps to protect customer information as much as possible. While offering better service and lower prices to customer. This works in conjunction with various security procedures, as this will serve as the basic foundation for building and maintaining trust. At the same time, an organization must state the all information will be kept confidential and never shared with anyone. One way to do this is through the use of various SSL certificates and having a disclaimer that discusses how personal information will be utilized. Then, the company must offer customers better service to include: quick responses to customer questions, a liberal return / refund policy and maintaining a low pricing structure. Once these elements have been implemented into the strategy, it will help to increase profitability, as these levels of trust will translate into increased sales. At which point, this strategy would work effectively build trust among consumers.

The previous experience that the company has in the areas of B2B would help to improve integration issues. At the same time, the experience of other established retailers helps to highlight considerations the most notable include: adjusting the strategy. This is important, because each B2C strategy must reflect the products / services that consumers are demanding. When this is occurring, it could mean that the initial strategy may have to be adjusted to reflect what is occurring.

The marketplace considerations are: that the furniture SME needs to utilize a number of different strategies; that will help improve their B2C division. This means, that the alliances that were discussed earlier, must be used with an approach that will give the organization the flexibility, to adapt to the different changes that are occurring. Once this takes place, it will allow the company, to adjust to various operational issues that could affect profitability in the future.

Discussion

When you look at the findings from the research, it is clear that the furniture SME must use flexibility as a main component of their strategy. This is because the various operational considerations will have an impact upon the organization itself, as the changes that are taking place in B2C must be taken into account. Given the fact that the company is: involved in B2B operations; means that many of the possible challenges could be reduced dramatically. This would give the organization an edge over other competitors, as the success that they had with this portion of the business could be applied to the B2C division. However, despite this obvious advantage, a strategy of identifying and addressing various operational challenges must be utilized. This means that the SME must use the various solutions to address this problem; that was discussed in the Analysis section. If these different strategies can be used in combination, with obvious advantages that the company has from previous experiences with B2B. This will help to ensure that the implementation of the e-commerce model will integrate into the organization smoothly. At which point, the overall levels of profitability will increase.