Electronic Commerce Travel: A Case Study in Information Technology Use, Market Flexibility, Adaptability, and Diversification

Electronic Commerce Travel: A Case Study in Information Technology Use, Market Flexibility, Adaptability, and Diversification

Eric Pedersen (Dixie State College, USA) and David Paper (Utah State University, USA)
Copyright: © 2007 |Pages: 17
DOI: 10.4018/jcit.2007010105
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Abstract

The case study describes a small travel company that conducts business exclusively on the Internet. The case elucidates the many problems that the company faced as it tried to survive in a turbulent environment. Survival hinged on the company’s ability to strategically and tactically execute a business plan based on the technical acumen, loyalty, and hard work of its small group of talented people. The technical alternatives are described and explained within the context of a travel company seeking to use and develop new technology to improve productivity and increase profits. Additionally, the strategic need for market flexibility, adaptability, and diversification, especially in times of unexpected events and or problems, are examined. Finally, the company’s process for controlling costs are identified and explored.

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