Note!!: please follow the concept of Laudon and Traver, (2020), E-Commerce 2020–2021: Business, Technology and Society, Pearson for all references
Question 4, Building volume (25 points)
The context is a newly started pure e-commerce/digital company providing online content and services within the travel and hospitality industry. The company has been showing potential as both revenues and volume of customers are increasing. As the company´s success seems to be on the expense of its competitors, the CEO of the company would like to pursue this window of opportunity and find new ways to increase volume of customers and accelerate growth rate. However, the board members and investors hesitate.
You are to, based on your theoretical understanding:
1.- Support the CEO´s case by providing an explanation of the dynamics which seems to be at play within the company´s industry, as well as its potential implications for the company (10p). 2.- Suggest how the company could act strategically in order to ignite, or accelerate, a virtues cycle increasing volume of customers and accelerating growth rate, motivate/argue your suggestions (10p).
Please remember:
How well you connect your suggestions and motivations/arguments with provided context is worth up to three points (3p);
Reference management (in-text and reference list) is worth up to two points (2p).