PracticeConsultingE-commerce not taken seriously.

E-commerce not taken seriously.

Business leaders have still not incorporated the internet into their long-term business plans despite radical changes in consumer trends, according to a new report. Businesses are not evolving with technological changes, according to research conducted by the Cranfield School of Management and Microsoft. The Business Barometer findings show that 64% of businesses are still not using e-commerce in sales plans. Neil Holloway, managing director of Microsoft UK, said: ‘E-commerce is not a fad. It is a fundamental part of business evolution. So many websites are just online brochures – a real e-commerce solution allows customers to buy and sell products and services just as they would in a traditional supply chain.’ The new research could weigh heavily on prime minister Tony Blair’s plans to make the UK the leader in e-commerce. The Business Barometer criticised CEOs for not taking the lead in implementing new e-commerce strategies. Murray Steele, head of strategic management group at Cranfield School, said: ‘Although senior executives see the need for e-commerce, they only appear to see it as an add-on channel to market. They do not propose to change the way they do business, or how they conduct their marketing in support of e-commerce.’

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