[8] 2002 e-business-strategies-for-virtual-organizations

e-business models for virtual organizations
which has generated no response. Further discussion on the
creation and maintenance of online communities is found in
Chapter 10.
3.3.3 What commercial face will you
adopt?
A useful distinction between two types of commercial websites
was proposed by Hoffman et al. 1995: destination sites and
traffic control sites. Table 3.1 identifies the sub-categories and
two further models for discussion.
Table 3.1 Website categories
Types of websites Sub-categories
Destination sites Online storefronts
Internet presence sites
Content sites
Traffic control sites Malls
Incentive sites
Search agents
Business models
Auction models
Destination sites
Destination sites are those which a web user wants to get to, and
which compete for the consumers’ share of web time. This group
further divides into online storefronts; internet presence sites;
and content sites.
� The online storefront is conceived as a website that offers the
possibility of a sales transaction, whether this is completely
effected by electronic interaction or relies on a phone call, fax
or other means to complete it. Sites of this nature range from
utility companies allowing users to pay bills, through to
virtual grocers like Webvan, florists such as Fleurop, and even
bankers such as First Direct. The online shopfront combines
the attractions of direct mail shopping with in-store shopping
and has possibilities for customizing product presentation
and delivery far in advance of anything yet seen. Unfortu-
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