Dow Chemicals' Customer-Centric E-Business Strategy
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Case Details:
Case Code : ITSY033
Case Length : 14 Pages
Period : 2002 - 2004
Pub Date : 2004
Teaching Note :Not Available Organization : Dow Chemicals
Industry : Science & Technology
Countries : USA
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
Founded in 1897 by Herbert Dow, Dow Chemicals
began commercial production of bleach in 1898. The company
diversified its line of business in 1935 and ventured into the
production of plastics with the launch of Ethocel ethylcellulose
resins. Dow's stock began to be listed on the New York Stock
Exchange from June 1937...
The Six Sigma Initiative
The Six Sigma initiative was considered a logical extension
of Dow's quality policy, (Refer Table II) which aimed at exceeding customer
expectations. Through this program, Dow wanted to achieve excellence in product
quality as well as customer service...
Dow's E-Business Strategy
When Dow launched its website in 1994, it was one of the
first companies in the chemical industry to create an online presence of all its
brands, products and services. By 1999, the site was being accessed by 1.6
million unique visitors, and the figure increased to 3 million in 2000...
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'Myaccount@Dow' - An Extranet Service
In late 1999, Dow introduced a unique
extranet service for customer-focused order management system
called 'MyAccount@Dow.' The extranet service enabled the
customers to communicate and interact with the company in a
quicker and easier way...
Elemica - B2B e-Marketplace
As part of its e-business strategy, Dow together
with seven other companies developed Elemica, a global
business-to-business (B2B) e-marketplace, with an investment of $150
million in July 2000...
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Downet - Global Communication Network
In 2001, Dow partnered with leading
global IT vendors like EDS and Cisco to develop the
world's first global voice-over internet protocol (VoIP)
communications network called DowNET. It provided a
solution that enabled convergence of voice, data, and
video technology...
The Benefits
Dow derived several tangible and intangible benefits
through the implementation of its e-business strategy.
The company was able to increase its revenues (Refer
Exhibit V) as well as enhance customer service... |
Exhibits
Exhibit I: Awards And Recognitions For Dow Chemicals
Exhibit Ii: Dow's Customer-Centric Values
Exhibit Iii: The Six Sigma Philosophy
Exhibit Iv: Details Of Services Under 'Myaccount@Dow'
Exhibit V: Dow's Annual Income Statement
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