A new E-commerce framework and its application in automotive
Mohammad Ahmadzadeh1, a, Mohammad Reza Gholamian 2,b, Mohammad Mehrabioun
1Saipa Automotive Manufacturing Group, Karaj, Iran
2 Iran University of Science and Technology, Industrial engineering department, Tehran, Iran
3Tehran University, Management faculty, Tehran, Iran
aE-mail address: email@example.com, b E-mail address: firstname.lastname@example.org
c E-mail address: email@example.com
Abstract. This study is trying to notify important indexes in E-commerce on the base of B2C
(business-to-customer) business models, because B2C business models become an important initiative among
firms in recent years.
Our main approach is promotion of automotive industries E-commerce. With comprehensive research in valid
and relevant resources including E-commerce, E-sales, E-SCM, E-marketing and E-after sales services, etc. we
extracted indexes and refine them with expert questionnaire and presented final ECSC scorecard as an
applicable framework for E-commerce performance management.
Result indicates infrastructure and environment perspectives must be considered in E-commerce literature that
have significant impact on success of virtual and brick and mortar firms especially automotive firms.
Keywords: B2C business models, BSC, Performance management, automotive industry, E-commerce
Nowadays the expanded use of new technologies in the field of communication and information
technology has affected the life of human being. on this way the rapid growth of ecommerce as one of the
symbol functions of information technology in economy and one of the most important elements in economic
knowledge oriented have been nominated and numerous outcomes of E-commerce in various industries
specially in developing countries has expanded rapidly.
The automotive industry as one of the most important industries in global economy has been obtained a lot
of effect from these changes. Thus the vital role of automotive industry in economy and its wide spread supply
chain, shows the importance of its impact on global economy. With the rapid growth of technology and
development of IT infrastructures, the e-sales category has been noticed. And large companies quickly jointed
to the new wave. This wave has a lot of advantage for all industries especially automotive industries.
To ensure that organizational object achieved through E-commerce, managing E-commerce performance is
so crucial for online and brick and mortar organizations. In recent years, there has been an increasing amount
of literature on E-commerce performance management, in 1999 Martinsons et al published a paper in which
they proposed a foundation for IS strategic management and performance assessment , in 2000 Hassan and
Tibbits have shown that traditional BSC must be modified to be appropriate for e-commerce usage , another
BSC related study was conducted in 2007 by Peide et al and suggested the primary factors which should be
considered to assess an E-commerce performance  also a few E-commerce management frameworks have
been proposed that don’t used BSC as their theoretical framework [4-6], but far too little attention has been
paid to beyond organizational factors that impacts organization success and they assumed E-commerce is a
service that contributes to the business operations.
2011 International Conference on Future Information Technology
IPCSIT vol.13 (2011) ? (2011) IACSIT Press, Singapore
In this paper our aim is to propose a new framework called ECSC (E-commerce score card) that can
diagnose and measure E-commerce performance and is a good tool for strategy making and strategy execution,
so we examine two related research questions. First, is there any factor that impacts in doing business
electronically and doesn’t consider in previous studies? Second, what indexes can measures the success of
E-commerce implementation in