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72 Lubbe
interpret, distribute to the organization and memorize the knowledge. In order to
have economic advantage, most organizations should have unique resources and
capabilities. These resources and capabilities could help with the alignment of the
strategies of the organization. Organizational learning, therefore, provides the
opportunities to improve the existing e-commerce and eventually help with better
alignment of the strategies.
Whenever a positive social culture exists, employees are encouraged to learn
and be ready to accept new information or strategies and this could eventually also
help with better alignment of strategies. Ulrich and Lake (1990) as cited by Sohn
noted that organizational capabilities have four components, that is shared mindset,
management and human social resources practices, capacity for change and
leadership. These capabilities have all the ability to affect alignment; they should be
kept in mind when alignment is discussed. Sohn argues that e-commerce influences
organizational learning and that each process of organizational learning is affected
and adjusted by e-commerce. These adjustments would affect the alignment of all
strategies; the executives should keep them in mind.
Organizations should also use a set of measurements that could be used for
measuring key business goals like economic impact; the results should be used to
quantify its performance and emphasize its role in orchestrating alignment with all
the strategies. In an age when economics, cost-cutting, social responsibly and
adding competitive value lie more squarely on the shoulders of the organization it
is no longer enough to successfully deploy systems - they should also be part of the
alignment of all the strategies. Using metrics enables e-commerce to spotlight its
value to get additional funding for future technology projects and ensure that
everything aligns. There had been many questions on whether e-commerce
contributes economically to the business and how efficient the organization is in
aligning all strategies. No one had been able to effectively answer these questions.
The tricky part of this question is how to align all strategies or measuring the
contribution e-commerce makes to the organization. The use of e-commerce in
organizations is subject to various kinds of risk and this is part of the alignment of
the strategies (Bandyopadhyay et al., 1999). As spending on e-commerce rises
steeply, organizations become increasingly technology-dependent and consequently
become economically highly vulnerable to the risks of e-commerce failure
and eventual failure of the organization because there would be no alignment of
strategies. Risk management of e-commerce is therefore one of the important issues
facing executives today. There is a framework, as discussed by Bandyopadhyay,
et al. that concentrates on the sequential linkage of the four components of risk
management which composes its entire.
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