GLOBAL COMMUNICATION

A Case Study of Himalayan Adventures Luvai Motiwalla University of Massachusetts, Lowell, USA Azim Hashimi University of Massachusetts, Lowell, USA EXECUTIVE SUMMARY This case emphasis is on the reduction of the logistical aspects of adventure travel and increase in the customer base by using the Web-enabling information technology resources.

A global travel company, Himalayan Adventures (HA), based in Pakistan wants to build a one-stop electronic commerce store for its customers. Through this website, HA hopes to provide all of their travel services, visa details, health and safety insurance, weather information, flight reservations, police registration, currency exchange, travel itineraries, sale and purchase of equipment, souvenirs and communication requirements. To implement the online store for HA, the owner, Abdul Bari, is planning to utilize the Porter electronic business model in analyzing the market needs, and identifying the appropriate information technology to gain a strategic advantage. This project, once implemented, will compliment the already existing HA brick model with a bricks-and-clicks model. On the initial investment of $70,000 per year for three years, the incremental net present value created by the project is $174,079. BACKGROUND Abdul Bari, president of Himalayan Adventures (HA), sat in his office in central Gilgit bazaar looking at the sun set in the majestic Himalayan Mountains. The tourist season for 1998 in Northern Areas of Pakistan (NAP) had just ended. For the next seven months, until April 1999, the foreign or domestic tourists would not be visiting the NAP for climbing, trekking or hiking. 701 E. Chocolate Avenue, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com IDEA GROUP PUBLISHING This chapter appears in the book, Annals of Cases on Information Technology, Volume 5, edited by Mehdi Kosrow-Pour. Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Web-Enabling for Competitive Advantage 275 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. The 1998 season was a turbulent year for the Pakistani tourist industry in general and NAP’s tourist industry in particular, which provides the developing country with more than 50% of its $14 billion tourism revenue. Although this turbulence was attributed to the overall decline in customer base after Pakistan and India tested their nuclear devices in summer of 1998, Abdul Bari thought otherwise. After talking to many of his clients, AB knew the real reason was the better logistical arrangements, customer service and lower costs that other foreign competitors were providing to their clients in HA’s market segment, namely adventure tourism in the Himalayan and Karakorum mountain ranges of Central Asia. These competitors included the tour operators from Australia, England, Germany, India, Nepal and Bhutan.

As estimated in the World Bank Country Development Report (1999), the travel and tourism market provides Pakistan a total of annual revenue of $14 billion. Four of the 10 highest peaks in the world lie in the NAP, which houses the mountain ranges of Karakorum, Himalaya, Pamir and Hindu-Kush. The rugged beauty of the region, along with its unique culture, offers a potential tourist an experience that is enjoyable, challenging and enriching. The Pakistani Tourism Development Corporation estimates that foreign visitors to the country have explored only 20% of the NAP territories.

HA started as a partnership between a mountain climber and a business student in January of 1995. The main niche or specialty market of the company is trekking, bicycling and the cultural safari tour market, though the company has facilitated mountaineering expedi- tions in the past. During the tourist season, i.e., May to September, based on tours that have been reserved, the company hires porters and guides, who are then assigned to each visiting Figure 1. Map of Pakistan and the NAP 276 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. group and stay with the group for the duration of the tour. To achieve economies of scale, and for logistic and client safety reasons, the company has always focused on selling its packages to a group of five people. The average customer load per season for the company is between 130-160 customers, with an average profit margin per head at $500. The Market One-hundred percent (100%) of HA’s customer base is of foreign origin. The breakdown in terms of nationalities is shown in Table 1.

Due to the nature of NAP (NAP as supposed to a province of the country, is a federal controlled territory under the supervision of Pakistani Army), all foreigners visiting the area have to appear for a personal interview at the Pakistani Embassy or Mission office in their respective countries before they can be given a permission to visit the NAP. This is often a cumbersome and expensive procedure for potential clients of the HA. In addition, there is often no updated information available to the potential clients on visa details, health immunizations and insurance, currency, weather conditions, baggage and fitness require- ments. Furthermore, tourists have no quick way of finding information on the trip packages offered by HA or other travel operators. They often get this information via word of mouth from people who have visited the NAP. To further add to their woes, the marketing and information channels adopted by government departments are inadequate, outdated or incomprehensible. As it currently stands, customers have to refer to many different sources of information for planning their trip. This information is generally gathered in a piece-meal style from multiple Web resources, the Lonely Planet bookstore and other mass media resources. Himalayan Adventure’s Financials The Profit & Loss statement, since its inception, is shown in Table 2 on the following page. SETTING THE STAGE The Northern Areas of Pakistan (NAP) attract two distinct groups of travelers. First, there are the thrill seekers, who come for the sheer challenge of navigating the challenging landscape of the area, and include the mountain climbers and trekkers. Second, there are groups comprising the mild natured—at least in terms of their adventure spirit—travelers who find less challenging ways to explore NAP, be it through biking, hiking, cultural safaris or just visiting the Gilgit, Hunza or Chitral valleys. Unlike major tour operators, who competed Country Market Shar e Germany 30% Australia 25% New Zealan d 20% Great Britain 10% Spain 10% Japan 5% Table 1. Customer Nationality Web-Enabling for Competitive Advantage 277 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

aggressively for mountain climbing parties sponsored by local companies, HA due to the limited marketing, logistical and budgetary constraints, competed only in the trekking, mountain biking and the cultural safari tour markets.

Climbing expeditions are contingent on two factors—cooperation of the Pakistani government in granting climbing passes and most importantly the availability of good climbing weather. Out of 12 years that he had been involved in this business, the first five of them as a guide for mountaineering expeditions, Abdul Bari surmised that the actual scaling rate 1 for mountain climbers had been less than 5%. This statistic had a major role to play in turning people away from climbing towards the more rewarding trekking adventures, which are 14-day-plus hike-a-thons designed to take tourists to either one or more base camp sites around the mountain ranges and are less contingent on weather severities due to the low altitude exposure. Most of the trekking expeditions are carried out between the altitudes of 9,000 to 17,000 feet. Most importantly they are less expensive and, depending on the tourist demand for a particular Trek, 2 economies of scale are achievable by merging two or more groups, hence reducing the cost for the trek. Seventy percent (70%) of HA’s clients comprised this group, with the rest being in either the biking (two popular routes are the Karakorum Highway or the silk route ride, and the Gilgit-to-Chitral ride; both rides are in excess of 600 km) or the cultural safari category. 3 Abdul Bari—The Indigenous Adventurer with an Entrepreneurial Dream Born in a village in Astore valley, the oldest of seven siblings and made to work at his family’s livestock rearing operation when he was just 10, Abdul Bari had little in terms of formal education. Just like many other teenagers in the villages of Northern Areas, he always wanted to work as a guide due to the attractiveness of the wages offered to porters or guides. (A porter can expect to earn $10-15 per day, and in one month can earn more than the average per capita income of the whole Northern Areas; guides generally earn twice the wages offered to porters.) As a result, when he was just 15 years old, Abdul Bari started working as a porter, 1995 ($’000 ) 1996 ($’000 ) 1997 ($’000 ) 1998 (Estimated) ($’000) Revenues 80 100 117 110 Porters 20 20 22 22 Guides 10 10 12 12 Equip. Rental 10 15 15 15 Hotel Rental 25 25 30 30 Other 5 0 5 3 Cost of Sales 70 80 84 82 SG&A Expenses 22.5 10 15.5 13 Pre-Tax Income (12.5) 10 17.5 15 Taxes (Savings) (5) 4 7 4 Net Income (Loss ) (7.5) 6 10.5 9 Table 2. Income Statements of Himalayan Adventures 278 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. then as a trekking guide and later as a climbing guide for visiting tourists. In just 10 years Abdul Bari had guided through almost every major trek in the Northern Areas and led climbing parties to K-2 (also known as Mount Godwin Austin—the second highest in the world), as well as Nanga Parbat (ninth highest mountain).

CASE DESCRIPTION Realizing the immense potential that the seasonal adventure tourism offered, Bari took a loan of $20,000 from family members and in 1994 was looking for a business partner when he met Mohammed in January of 1994. Mohammed, who had come to work with an international infrastructure and agricultural development agency operating in the Northern Areas, had been born in Pakistan, but grew up in Europe and did his post-secondary education in Canada.

In 1994, advertising for travel operators was limited to informal referrals to potential customers in Japanese, European and Australian markets through satisfied clients, most of who had actually come to Pakistan and found their own way to Gilgit (570 kms away from a major international airport). Travel operators generally played a passive role in which the potential clients would come to them and negotiate the prices per trek. There was little or no formal line of communication in the pre-trip phases and as such no accurate measure of the demand that tour operators faced could be gauged. This resulted in a loss of potential clientele who would either select tour operators in other countries before they came to Pakistan (through better advertising tactics and security of pre-trip communications) or come to Pakistan’s Northern Areas looking for favorable prices, and if the tour operators were over- booked with potential clients, a likely possibility, would end up forfeiting the trek. Abdul Bari wanted to capitalize on this opportunity by starting HA.

Mohammed was interested in Abdul Bari’s idea and promised him that while he could not work a full-time position in the company due to his job commitments, he would invest $10,000 in HA for a 30% share and also help Bari start up his company. Thus, in January of 1995, Himalayan Adventures was formed with a start-up capital of $30,000. Their initial marketing strategy included contacting clientele who had visited the NAP, did a trek under Abdul Bari’s guidance and had indicated that they knew friends or relatives who would be interested in similar treks, biking tours or safaris. Operations of Himalayan Adventures As the tourist season of 1995 began, HA operations comprised the following: a staff of three employees, Bari and two other guides; a leased Jeep for transporting guests in and out; an office space in central Gilgit Bazaar, and a rented guest lodge serving as a base of operations and as a transit place for trips from and to the airport.

In 1995, HA hosted a total of 13 groups—12 in trekking and a cultural safari—and the company registered a loss due to high start-up costs. The next years saw further increases in business activity and increase in profits, however well below the normal profit levels of other domestic competitors. In the summer of 1996, after working (assisting) at HA for two years, Mohammed left for the United States to pursue an MBA at a university in the Commonwealth of Massachusetts. Web-Enabling for Competitive Advantage 279 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. In 1998, Abdul Bari expected that, for the third straight year, HA would register a profit of around $10,000—an amount five times lower than its competitors in the domestic market.

Abdul Bari would have to sit down and figure out a way to set a direction for his business and turn it into a more profitable venture. One option was an alliance with other tourist operators in NAP. Another option was collaborating with the Pakistan Tourism Development Corporation. A third option was expanding HA business via the Internet. Some of Bari’s international clients had mentioned that Internet was becoming a useful business tool, and how they could use the Internet to speed up their pre-adventure planning and allow them to keep in touch with their contacts during their trip. Thus, Abdul Bari was considering which of these three options would be ideal for HA, as the official tourist season came to a close in the NAP.

In late 1998, after having returned from the U.S. only three weeks earlier, Mohammed’s phone rang at his desk at the Marketing Division of Citibank in Islamabad, Pakistan. After the pleasantries were exchanged, Abdul Bari informed Mohammed about his concerns for Himalayan Adventures. The conversation is as follows:

Abdul Bari (AB)You know because of the security concerns and better logistics, a lot of tourists who could be our customers are choosing different destinations altogether.

This is quite frustrating, and I have had talks with other Tourist Operators in NAP.

Business is steadily declining, but HA is in real bad financial position.

Mohammed (M)I see. I am aware of the general decline in the tourist industry, but HA has always under priced its tours to gain competitive advantage.

ABThat probably is not enough any longer. Tourists are getting frustrated and tired of the hassles they have to put up with just to get into Pakistan.

MI know your concern, but since I have been out for such a long time, can you perhaps explain to me what you mean. Give me an example of the hassles you have encountered.

ABOkay. You remember the first trek you went to; the Fairy Meadows Trek? You remember the group that went along with you?

MYeah, there a couple from New Zealand, an Australian, a German and a Spaniard.

ABRight. Well this year that German, Ziegfried, referred us to his brother Hans and his girlfriend Petra, who wanted to do the trek to K-2 base camp (see Appendix B for more details).

MInteresting. I was thinking that perhaps we should no longer focus on lower prices.

While I was in the U.S., I learned some new marketing and customer service techniques.

Perhaps a better strategy might be to differentiate the tours of HA from others. One option I’m considering is using the Internet. This new technology could help us in marketing the tours worldwide, improve our service quality, and allow us to simplify the visa and permit process with the Pakistani government. What do you think, Abdul?

ABI think this is a good idea because I have heard about the Internet from our clients and the other travel firms in this area.

MOkay then, why don’t you come over to Islamabad and I will try to explain a couple of ideas that I have for HA.

ABOkay, I will be there next week.

At the end of the conversation, Mohammed knew that the Internet held a place in adventure tourism and may be the key to salvaging HA. But, how? What e-business implementation strategy should he use? Mohammed had read a Harvard Business Review article in which he found there were two Internet strategies available for business: a pure dot- com strategy or the brick & click strategy (see Appendix A for more details). 280 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. CURRENT CHALLENGES/PROBLEMS FACING THE ORGANIZATION The Internet Approach The Internet- (or Web-) based economic model is staggeringly more efficient at the transaction cost level (Wigand & Benjamin, 1995). For example, the cost of processing an airline ticket through traditional approach is $8, but is only $1 through the Web. Similarly, other efficiencies can be derived from marketing and advertisements, online information processing with forms that are electronically linked to databases and online customer support (Hoffman et al., 1995). Elimination of middleman in the distribution channel (or disintermediation) also can have a big impact on the market efficiency (Michalski, 1995). Other efficiencies are generated due to less or no inventory, storage or real-estate space, larger customer base and 24x7 access at no additional cost (Steinfield & Whitten, 1999). Marketing on the Web can result in additional unit sales at very low unit cost. In addition to the lower cost, the Web also enables a higher level of customization to the needs of individual clients (Choi & Winston, 2000). Auto manufacturers, such as Ford and GM, are experimenting with custom-designed cars that can be delivered in less than two weeks to a customer’s home (White, 1999). Thus, Web-enabling business processes is particularly attractive in the new economy where product lifecycles are short and efficient, while the market for products and services is global.

The Web allows organizations to expand their business reach. One of the key benefits of the Web is access to and from global markets (Economist, 1997). The Web eliminates several geographical barriers for a corporation that wants to conduct global commerce.

Political, trade and cultural barriers may still make it difficult to take true advantage of the global business environment.

While traditional commerce relied on value-added networks (VANs) or private net- works, which were expensive and provided limited connectivity (Pyle, 1996), the Web makes electronic commerce (e-commerce) cheaper with extensive global connectivity. Businesses have been able to produce goods anywhere and deliver electronically or physically via couriers (Steinfield & Whitten, 1999). This enables an organization the flexibility to expand into different product lines and markets quickly, with low investments. Secondly, 24x7 availability, better communication with customers and sharing of the organizational knowledgebase allows an organization to provide better customer service. This can translate to better customer retention rates, as well as repeat orders.

Finally, the rich interactive media and database technology of the Web allows for unconstrained awareness, visibility and opportunity for an organization to promote its products and services (Senn, 2000). This enhances organizations’ ability to attract new customers, thereby increasing their overall markets and profitability. Despite the recent dot- com failures (Francis, 2000), e-commerce has made tremendous in-roads in traditional corporations. Forrester Research in their survey found 90% of the firms plan to conduct some e-commerce, business-to-consumer (B2C) or business-to-business (B2B), and predicts e- commerce transactions will rise to about $6.9 trillion by 2004. As a result, the travel industry has started to believe in the Internet because of its ability to attract and retain more customers, reduce sales and distribution overheads, and increase global access to markets with an expectation of an increase in sales revenues, and higher profits.

Given the information needs of potential customers and to spawn new business growth, the Internet has been identified as a potential weapon and can be utilized to accomplish the Web-Enabling for Competitive Advantage 281 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

following competitive advantages for HA (for an example of how a customer experience changes after HA invests in the Web, please refer to Appendix B): In Existing Markets A website can help to expedite communication and also act as a marketing tool for HA, by creating a comprehensive customer database through which targeted promotional campaigns such as information newsletters, discounts, special deals, etc. are carried out. An information portal—with relevant links to all the relevant government authorities (such as through an extranet provision with these government agencies), as well as useful adventure tips and links to other adventure-related information. An online auction which brings sellers of used gear and buyers together as mountain/ trekking gear is very expensive and usually outside the monetary reach of the “one- time adventure seeker.” Alternatively HA can have a referral program with outdoor equipment manufacturers who would offer discounts to HA customers. A chat room and discussion boards similar to the ones offered by Excite, Yahoo and Hotmail portals, to be used by adventure patrons and HA members to share their experience, selling second-hand gear, for group matching, etc. Discussion boards (such as the ones offered by Lonely Plant) can also be used to match like-minded groups with one another, and hence achieve the cost savings which are present in a group package (as compared to the high price individuals or couples pay, if they buy a package for less than three people). An FAQ section could be created on the website to answer basic questions that customers have on relevant topics. In New Markets Target the 10,000+ foreign nationals (ex-pats and foreign workers) currently residing in Pakistan at virtually little or not cost. A new and emerging trend among the smaller business companies, especially those in the software market, is on building the group dynamic spirit. This idea, which is borrowed from military training ideology, is being capitalized upon by both Harvard and Columbia universities, which offer corporate team-spirit-building courses by taking the study group to a rugged outdoor surrounding and making them work together to build a team spirit. NAP offered a perfect surrounding for this kind of adventure, and HA could design a special targeted package for this kind of team-building adventure 4 suited to the needs of domestic and international corporate sectors. Website Development and Implementation Plan It is anticipated that it would take HA at least three years to come up with funds and invest in the Web initiatives. As HA cannot afford a major investment at the onset of the project, it is proposed that the Internet investment should be done in a piece-meal fashion.

A brief website development and implementation plan is as follows: Registering for a domain name for the website in the USA for a dot-com (top-level) domain. 282 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. Creating a static website with links to relevant government agencies, bookstores, travel stores, etc. Creating an e-commerce website (B2C) for customer reservations and trip planning activities. Investing in back-end applications and a database, which is compatible with major Internet service providers (ISPs). Purchasing server hardware and PCs (this should be bought from corporate auctions within the country due to cheaper prices as compared to the international market prices). Accessing a secure Web server to transmit sensitive information via the 128-bit SSL encryption standard from the website. Setting up a merchant account for processing customer payments via credit cards, and other electronic cash and checking options. Developing a closed instant messaging or chat and discussion bulletin board for HA’s clients and business partners. Choosing an e-commerce platform, like Microsoft’s Site server, to quickly build shopping carts, search engines and order fulfillment systems. Choosing an automated booking system that can check for availability for tours and dates, and confirm a place to a potential customer. Developing a data mining system to analyze the profitability of various tours that HA offers and their popularity. Developing B2B extranets with relevant government agencies and other mountain gear vendors. Website Implementation Issues While implementing the website, HA’s development team must select from among the various Web technologies. Although HTML is a standard protocol which works on all operating systems and browser platforms, several problems can occur in the implementation of dynamic HTML technologies. For example, the HA design team must decide very early whether their website will support both Netscape™ and Internet Explorer™ browsers. Also, what browser versions will be supported? The older versions of these browsers do not support the dynamic scripting languages such as VBScript and JavaScript. Finally, some of these scripting technologies work on Microsoft’s Windows™ but not on Unix, Linux or Apple’s Macintosh™ operating systems. With more emerging Web platforms such as PDA devices and wireless phones, it would be advisable for the HA team to select a minimum operating standard for their development.

One option for developing the website with minimal budget is for HA to introduce a new hiring program for Web programmers. Under this program, HA would use its existing network of clients and offer one free trip, with all expenses paid, to a group of programmers who will assist HA in the areas of Web design and development. This is done due to cost consider- ations, and inviting our customer ensures that the final website design and outlook is reflective of HA and its customers’ passion for the outdoors. Another implementation option would be to syndicate the website development with one of the major travel websites like Web-Enabling for Competitive Advantage 283 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Expedia.com or Travelocity.com, which provide syndicated content for small travel agencies that do not have the necessary resources. Web Security Issues The security in the Web environment is perhaps one of the most prominent concerns for businesses and customers alike. In this regard the proposed project in no way alters the payment policy that HA has adopted since its inception in the late ’90s. As is the norm, the payment scheme will stay the same, with 50% of the tour price due at the beginning of the trip and 50% halfway through. HA, however, should still considering outsourcing it to TRUSTe.com or VeriSign.com security organizations to increase customer confidence. It should further explore the in-vogue merchant accounts for accepting payments via credit card, e-Cash (like PayPal.com) and e-Wallet.com. Mohammed thinks that due to the e- payment method’s popularity, 100% of similar business would be conducted through online payment systems by 2005. Long-Term Considerations Financial resources permitting, HA would like to incorporate the following features onto its website in addition to its current operations in the near future: A strategic alliance with the Pakistan Tourist Development Corporation (PTDC) so as to have HA’s Web link on the PTDC’s Web page, which is generally the primary source of tourism information within Pakistan. A comprehensive GIS system (database), with route and cost information, which allows customers to build their own trips by selecting the destinations (cities, mountain peaks, trails, etc.) they would like to visit. This obviously would require a very large capital investment. However, this vision of future adventure travel should be kept in mind when HA considers more IT strategic alternatives in the future. Providing e-mail access at major check-in points to allow customers to stay in touch with their loved ones. Another option is the video SAT phones which can be bought second hand in domestic market at nominal prices. This equipment could be rented to customers to facilitate their needs. The provision for this equipment (three per year) has been allowed in the costs and benefits analysis section. Costs and Benefits Pre-Project Status (number of trips and customers are averages): No. of Trips: 25 Heads per trip: 6 Profit Margin (PM) $500 Pre-Interest and tax Profi t $75,000 A Post-Project Status (assumes that number of trips double in the first year and the number stays the same for the next three years; also there is an increase in the PM as HA takes advantage of technology): 284 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

No. of Trips: 50 Heads per trip: 6 Profit Margin $650 Total PM $195,00 0 B Profit from equipment sale s $20,000 C Less Annual Cost (estimated ) Equipment & Software $40,000 HR costs $30,000 Total Investment/year $70,000 D Incremental benefit/year for next three years ({B+C} – {A+D}) = $ 70,000 Net Present Value of project @ discount rate of 10% = $ 174,079 (70,000/1.10) + (70,000/{1.100 2})+ (70,000/{1.100 3}) After understanding the details provided by Mohammed, Abdul Bari has to make final decision on whether HA should opt for a pure dot-com approach, closing its office in Islamabad and investing all the money on the Web environment. Or should HA opt for a “brick & click” model using the Web environment to supplement its existing offices? Abdul Bari would like to see business growth, more operational efficiencies and an increase in his profit margins. But, he has to work within the technology, business, regulatory and societal environment of a developing country. In addition, Bari and Mohammed have to consider the various website development, implementation and security issues in making their final decision. FURTHER READING Article I. Web Enabling Strategy Supplement A review of the Web-enabling strategy literature reveals two business models used by the e-business enterprises. One model highlighted by Mahadevan (2000) shows the different economic streams targeted by the pure-plays to succeed in the new Internet economy.

Another model highlighted by Gulati and Garino (2000) shows how clicks-and-mortar firms have successfully integrated their online channels with their off-line, traditional ones.

Mahadevan’s article, “Business Models for Internet-Based E-Commerce” (2000), focuses on classifying the business models as portals, market makers and product/service providers who rely on three economic streams for surviving in the new economy. They are value stream, revenue stream and logistical stream. To succeed, the dot-com companies must rely on some unique combination of each of the three streams. Although Mahadevan has done a good job in identifying the various revenue streams for the dot-com companies depending on their market structure, these economic streams may never materialize for companies. For example, free offerings do not always result in paid purchases by the customer. Both Pets.com and Petco gave away free advice to pet owners on care, wellness, behavior, etc., through their e-commerce websites. This counsel was not exclusive to these two companies, as similar information could be obtained from other non-commercial sites. Web-Enabling for Competitive Advantage 285 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Therefore this advice did not have the anticipated impact on potential customers. Nor does the amount of dollars spent on advertising compensate for all the expenses incurred trying to capture sales for the site. For example, eToys and Pets.com spent significant advertising dollars trying to steer customers to their websites. Some of these advertising contracts were upwards of $27 million.

Mahadevan (2000) also directly contradicts some of the core strategies that must be followed in order to succeed with any form of business as stated by Porter. Mahadevan states that giving the customer more and more choices with more suppliers available is in the best interest of the e-commerce firm. As we now know (with all dot-com failures), giving away too much bargaining power to the consumer has an adverse affect on the firm and the industry as a whole. Mahadevan also states that the pure-play has larger margins than the brick-and- mortar firms do. This may have been true last summer, but now the pure-play margins are thinner or negative as opposed to margins for large brick-based establishments.

Gulati and Garino (2000) are proponents of integrating the e-commerce channel and Web presence with the core brick-and-mortar establishment. In their article titled, “Get the Right Mix of Bricks & Clicks,” they discuss the values and advantages of being a fully integrated firm or at least tending to lean toward that end of the integration scale. They go on to evaluate four major strategies that firms can take when it comes to running an extension of their business channel on the Internet. This scale ranges from in-house division (high integration), to joint venture, to strategic partnership, to the other side, which is spin-off (high separation).

They state that the benefits of being fully or partially integrated are greater than the advantages of independence as a pure-play Internet business.

The integrated business does seem to have a greater advantage over its pure-play counterpart. The only difference is that instead of solely concentrating on the clicks-and- mortar approach, we want to investigate both sides of the coin. We believe that HA can still survive in today’s economic conditions. However, its management must follow certain basic business strategies as outlined by Porter. Porter’s Model The framework for our analysis is built upon the theories of Michael Porter’s recent article, “Strategy and the Internet” (2001), in which he defines several business fundamentals that must be followed in order to be successful regardless of the type of firm. Porter outlines two major fundamentals that are influenced by the Internet to more of a degree than was once thought previously. They are industry structure and sustainable competitive advantage.

Without at least acknowledging these essentials to be crucial to the profitable operation of the firm, a fight for survival will always exist.

The Internet has an inherent adverse or beneficial effect on each of the Porter fundamentals. An important aspect to note is that the Internet is based upon an open technological architecture. This architecture has the largest effect on these competitive elements. Since the technology platform is common, and little or no capital investment is required, anybody with minimal know-how can set up a website and start conducting e- commerce. Enterprising individuals that want to set up a side occupation can now have additional disposable income, thereby helping to fuel the economy. This also results in the barrier to entry being nearly non-existent in certain industries, not to mention that the number of competitors coming on board every month, or every day, is astronomical. This increases the rivalry that already exists between competitors, and even compounds it logarithmically. 286 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. The Internet has opened up the availability of the vast amount of information that can be acquired by potential buyers. This is great for buyers because they can perform in-depth research before buying the product. It seems that this would cut down the number of returns because the consumer would be more knowledgeable about the different features of a product. They can even get cost information that was not readily available to them before the emergence of the Internet. An example of this is, the actual invoice paid by a car dealer is now available at a buyer’s mouse click. This puts bargaining power into the hands of the consumer and puts the dealer at a disadvantage. The consumer will get the deal of her choice or go elsewhere. The bad part of all of this is that the retailers (brick-and-mortar firms and pure- plays) now compete solely on the basis of price, and switching costs are lowered, meaning that consumers can readily change vendors without penalty.

Because of the Internet, suppliers gain an increase in the number of potential customers causing the number of middlemen to be reduced. The ease in which these potential customers are reached means more direct sales are possible from large suppliers. This is good for suppliers, but has mixed results for consumers. The consumer has only one outlet for a certain product, such as a well-known brand of computer that he really wants, and he has to pay the exact price stated. There are no middleman-type companies to play off each other for a reduced price (haggling). On the other hand, the middlemen inflate the actual price in order to profit form the sale, so the supplier may realistically have a lower price.

The last competitive element is the threat of substitute products. The speed and organization of the Internet, with its database storage capabilities and set standards, has the ability to make industries more efficient and expand the industry. This expansion leads to more competitors and newer, better technologies that increase the threat of substitutions. As Internet technologies change rapidly and get cheaper, it gets easier and cost effective for customers to switch to a better product or service. If suppliers are not quick in their development, implementation and time to market, they will soon be filing for bankruptcy.

Operational effectiveness is described as offering the same product or service that your competitors do, except doing it better. This can refer to the speed at which something is done, the amount of customization that can be accomplished, the overall efficiency of operations or even the manner at which something is sold. Operational effectiveness is what many referred to as “Internet Speed”—how quickly can a company come up to speed to meet or exceed the operations of its competitors? As it turns out in the Internet world, duplicating a firm’s operations is so easy to do that operational effectiveness becomes a non-issue. This is no strategic advantage because a firm’s competitor can replicate its product and operation in a very short time. And with technology changing on a daily basis, the competitor could end up exceeding the baseline set by the original firm. The process becomes a vicious cycle.

The real advantage for sustainable competitive advantage comes from strategic positioning. The key to success is to provide something that a consumer or business needs and then be an exclusive provider for it. To accomplish this, the firm must offer something of high or inimitable value to the buyer, with no other competitor that can match this value.

Sellers compete on providing unique services or offerings to buyers rather than competing on price, which can lead to failings in business. Please take a look at the challenges and problems faced by HA, and how the Porter model can be utilized by HA. Web-Enabling for Competitive Advantage 287 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Pre- and Post-Website Phases Walkthrough of a trekking trip that a young outdoor and adventure-loving couple, Hans and Petra (H&P) from Hamburg, Germany, takes with Himalayan Adventures (HA) Action Pre-Website Post-Website HOW WAS THIS DONE?

Finding and selecting the tour, reserving the place in the tour and making trave l arrangement s H&P ask friends and family, read travel magazines to find HA.

Communication between H&P and HA is primarily done through regular mail or phone.

After numerous exchanges of information (including convincing a couple of like- minded friends to go on the tour in order to achieve economies of scale on the cost of the package), H&P decide on the package.

Additionally they also have to do research on best airfares. Once booked there is another exchange of mail to finalize the itinerary of the trip. H&P go to search engines and find HA website. Tour packages promotions are available on the HA website. H&P register their name and travel plans; find another three members to join their trekking tour.

Within hours, they have replies from like-minded travelers who will be going on the same tour. HA website allows them to make all their travel arrangements and confirms everything electronically. Secure access is provided for H&P to select and pay for a variety of travel options for Air, Hotel, and Trekking packages. • E-Marketing • Secure Access • Electronic Payment Options Tourist Visa acquisition This process requires, first receiving the application in mail and then showing up in person at the nearest embassy or consulate (Berlin or Bonn) for an interview with the visa officer so as to establish legitimacy of the travel plans (estimated time: 2 weeks). On HA website there is a link to all the relevant visa information and policy along with a online visa application form with relevant information on the tour provider i.e.

HA. By filling out the information H&P would not have to travel in person for the visa approval. Instead everything can be done online. The whole process would take less than three working days. Issues:

• Online Forms • Database Integration • Back-End Application Integration Actual trip:

staying in contact with loved ones Once in Pakistan, H&P buy calling cards (for a 7 minute call to Germany, it costs $3-4 a minute on a calling card) which allows them to periodically call their family and friends at home. The day they land in Pakistan, H&P send e-mails to their families and friends and can talk to their loved ones using the HA website. Once H&P arrive in Gilgit mountains two days later, H&P send another e-mail or talk to their relatives. Once they are on the trek, H&P rent a laptop and a digital camera from HA. Every day of the trek, they call home, download and send their digital images and stay in constant contact with their family, in addition to having 24x7 accesses to Instant Messaging, chat and e-mail.Issues:

• Customer Service • Community Boards, Chats, IMS, Etc.

• M- Commerce • Collaboration Aftermath H&P are very happy with their tour. In writing they send their photographs to HA and thank HA for hosting the trip. HA management is extremely happy to receive the letter of thanks and appraisal. It is stored in the personal archives of the manger, perhaps never to be looked at again in the near future. H&P thoroughly enjoyed their trip.

They go back to Hamburg with all of these memories of a wonderful and safe trek. They upload their trip experiences with images/photographs on the HA website applauding them for their memorable experience.

H&P’s story appears in the next issue of the monthly online outdoor adventure newsletter that HA offers to its members. Potential clients have a chance to read H&P’s story and view the breathtaking photographs. Issues:

• Post Purchase Experiences • Repeat Business 288 Motiwalla & Hashimi Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. ENDNOTES 1 Defined as number of times at least one person from the whole climbing expedition had reached a summit. Most expeditions make it up to the third or the fourth (generally the last camp before the summit) base camps and have to abandon their attempts due to poor weather. 2 Treks can be customized to fit the needs of a particular group as well. However, most people opt for the standard 10 treks, which generally covered all the major mountain ranges. All of these were offered by Himalayan Adventures. 3 Cultural Safari’s are generally 5+-day jeep rides to and from major tourist destinations in the Northern Areas and are customized for each group—generally no more than four people per group. 4 A company by the name of Adventure Tours Pakistan already offers this kind of adventure opportunity to the 1st Battalion 51st Highland Rangers of UK Army by taking a 25-member team every summer to a 23-day 105km Baltoro Glacier Trek. REFERENCES Adventure Tours Pakistan. Website available at: http://www.atp.com.pk.

Choi, S. et al. (1997). The Economics of Electronic Commerce. Indianapolis, IN: Macmillan.

Economist. (1997). Going digital: How new technology is changing our lives. Economist, (September). Also available on-line at: http://www.economist.com/editorial/freeforall/ 14-9-97/ec4.html.

Francis, D. (2000). Despite dotcom failures, e-tail’s future is bright. Christian Science Monitor, November 20, 17.

Government of Pakistan. (1998). Census Results, Division of Statistics, Government of Pakistan.

Gulati, R. & Garino, J. (2000). Get the right mix of bricks and clicks. Harvard Business Review, May-June.

Hoffman, D., Novak, T., & Chatterjee, P. (1995). Commercial scenarios for the Web: Oppor- tunities and challenges. Journal of Computer-Mediated Communications, 1(3).

Lonely Planet. Website available at: http://www.lonelyplanet.com.

Mahadevan, B. (2000). Business models for Internet-based e-commerce: An anatomy.

California Management Review, 42(2), 55-69.

Michalski, et al. (1995). People are the killer APP. Forbes,155(12), 120-122.

Pakistan Tourism Development Corporation. (1997). Report.

Porter, M.E. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 63-80.

Pyle, R. (1996). Commerce and the Internet. Communications of the ACM, 39(6), 23.

Senn, J. (2000). Business-to-business e-commerce. Information Systems Management, Spring, 23-32.

Steinfield, C. & Whitten, P. (1999). Community-level socio-economic impacts of electronic commerce.Journal of Computer-Mediated Communications, 5(2).

Turban, McLean, & Wetherbe. (2001). Information Technology for Management. New York:

Prentice Hall.

White, G. (1999). How GM, Ford think Web can make a splash on the factory floor. Wall Street Journal, December 3, 1.

Wigand, R. & Benjamin, R. (1995). Electronic commerce: Effects on electronic markets. Web-Enabling for Competitive Advantage 289 Copyright © 2003, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. Copyright Idea Group Inc. Copyright Idea Group Inc.

Copyright Idea Group Inc.Copyright Idea Group Inc. Journal of Computer Mediated Communication, 1(3). Also available on-line at: http:/ /www.ascusc.org/jcmc/vol1/issue3/vol1no3.html.

World Bank Country Development. (1999). Report. BIOGRAPHICAL SKETCHES Luvai Motiwalla is currently an associate professor of MIS in the College of Management at the University of Massachusetts, Lowell, USA. He has a PhD and MS in Management Information Systems from the University of Arizona and a BBA from Penn State University. He has published articles in several national and international journals includingJournal of Internet & Higher Education, Information & Management, Information Resource Management Journal, Journal of Organizational Computing & e-Commerce, Journal of MIS and has also consulted or worked on research projects funded by Connecticut Department of Health Services, IBM, NCR and U.S. Army.

Azim Hashimi is currently an MBA student at the College of Management at the University of Massachusetts, Lowell, USA. He did his undergraduate studies at the Memorial University of Newfoundland, Canada. Prior to enrolling in the MBA program, he interned for the World Bank and worked in the fields of micro-credit and enterprise development at major NGOs in Pakistan and USA.