B2C e-commerce as a driver of simultaneous changes in IT structure and brand architecture

We analyze the influence of B2C e-commerce on IT structure and brand architecture based on conceptual considerations, a case study and an empirical survey. We first discuss the changes in transaction costs that are induced by B2C e-commerce. The effects of B2C e-commerce on IT structure and brand architecture, which ore anticipated from a transaction cost perspective, are illustrated using a case study from the tourism industry. We conducted a quantitative stud among 101 chief information officers (CIOs) and chief marketing officers (CMOs) from the most important consumer brand companies in Austria. The results of a correspondence analysis show that a high importance of e-commerce triggers a typical bundle of changes in IT structure and brand architecture, which point toward a stronger integration within and between these two structural elements. We therefore conclude that B2C e-commerce calls for a better coordination of those measures that impact IT structure and brand architecture.