earticle

영어

Recently, online network & internet have become important in our lives. We use internet everyday to find information, shopping or business transaction etc. And especially firms’ utilization of internet is increasing more and more. Currently, there’re two strategies which are being practiced in manufacturing firms. The first one is the e-SCM method which is expected to extend network competitiveness with retailers. The second one is the extension of e-Commerce in which manufacturing companies acquire customers’ information through direct contact. However, it’s difficult for a manufacturing company to get benefits out of these two strategies at same time because each strategy can be regarded as exclusive rather than complementary. For a manufacturing firm, e-SCM is cooperative with retailers, but e-Commerce is not. This mutually exclusive point has resulted in channel conflict. So, many enterprises have been trying to solve these channel problems, but so far the way to solve theses problems is just for the avoidance of channel conflict by minimizing problem rather than by finding fundamental solution. So far, the study of online channel conflict avoidance has been much, but the study for the solution of it has not been enough yet. In this research, the case of S’ electronics company is studied. The firm is expected to demonstrate synergy effects by performing integrated e-SCM which integrates e-Commerce with e-SCM. Hence, the purpose of this researchis to find empirically the impact of integrated e-SCM on retailers’ performance. First, S’ electronics fundamentally removed channel conflict by adopting the integrated e-SCM which combines e-Commerce with e-SCM. Second, as a result, the retailers of S’electronics company are expected to perform well in the financial aspects such as profitability, productivity as well as in the non-financial aspects such as reduction of decision time, retailers' competitiveness for e-Commerce. Therefore, a set of hypothesis that retailers' performances are influenced by the integrated e-SCM are made, and customer satisfactions are also increased. Finally, in concluding section of this research, a few cases of retailers’ experiences will be illustrated in terms of financial as well as non-financial perspective. The result of this study will suggest that, at the era of internet, the importance of retailers will not be reduced. Rather the cooperation between manufacturing firms and retailers will be needed more than ever.