E-BUSINESS STRATEGY AND BRANDING: AN EMPIRICAL STUDY OF E-BINSINESS PROJECT IN OMAN.

Abstract

With growing impact of Internet and its role as a business driver, e-business has become an important strategic and operational issue. The organization in the World Wide Web must rethink about its electronic business (e-business). This study investigates some of the e-business operations on the website of an Omani company, Muscat Private Hospital (MPH). The purpose of the research is to explore the e-business strategy constraints which affect operations in local companies. A scoring method was adopted to evaluate the website itself and compare it to a similar website. The findings present a lack in e-business strategy and branding and discussed some recommendations in term of the classic McKinsey 7S strategy instruments (strategy, structure, system, staff, style, skills, and super ordinate goals).