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夕卜文文献原文及译文E-commerceandcorporatestrategy:anexecutiveperspectiveAbstractDespitetherecentdownturninInternet-basebusiness,thedollarvalueofelectroniccommerce(EC)transactionissincreasingtanastoundingrate.Inconsumer-to-businessapplications,theamountofmoneyspentbyonlineshoppersisnearlydoublingeveryyisexpectedtoapproachUS$1billionby24whilebusiness-to-businesssalesis(toreachUS$1.3trillionby23.Theseopportunities,poweredbytheevolvingcompicommunicationtechnologiese,nablecompaniestogaintremendousoperationaelfficiencies,personalizatioann,dinformationbasedproductsandservicesM.oreandmoreconventionalbrickandmortarfirmsseee-commerceinitiativesofferingstrategicpportunitielsotranscendtheirnormaloperationsThisstudyproposesthat<e-commerceinitiativareimportantstrategicinitiativesandthatfirmswithastrongerECmarketorientationwsuccessfulContentanalysiofCEO’sletteroshareholderof145Fortune5firmswasconductedtoevaluatetheimportanceofECandstrategiocrientationT.heresultsprovidesupporttothestudy’sproposidiondicatethatECmustbepursuedcarefullyasastratinitiativeratherthanasanappendagetoanexistingorganization.Author.Keywords:E-commerce;StrategicrientatioMarketorientatioCprporateperformance;CEOlettertoshareholders;Customerorientation;Competitororientation;Contentanal：IntroductionTheemergenceofe-commerceiscreatingfundamentalchangestothewaythatbusinesisconducted.Thesechangesarealteringthewayinwhicheveryenterpriseacquireswecreatesshareholdervalue.Themyriadofpowerfulcomputingandcommunicationstechno]enablinge-commercealloworganizations。streamlinetheiibusinessprocessespnhancecustomerserviceandofferdigitaj)roductsandservicesThisshiftinunderlyingnarketingfundamentalsisnowthedrivingforcethatisluringmanyorganizationtoembracee-commerce.However,astheyarelearning,organizationsmustproceedwithcaution,aroadtoe-commerceislitteredwithfailedinitiatives.Aplungeinthesharepricesocompaniessentthetech-heavyNASDAQindexintoalmostfreefall;downover70%ofrecordhighof10March20.Thoughaneconomicslowdownwasapparentl^likelyonethin
