© 2013INTRODUCTIONElectronic commerce which is abbreviated as E-commerce simply implies the act of doing economic transactions over the Internet. Gunasekaran et al (2002) further argue that E-commerce encompasses the act of consuming business ideas amongst entrepreneurs particularly through the Internet. In this sense therefore, the World Wide Web (www) provided by the Internet has become the sole driving force that is controlling contemporary businesses in modern times. The continued use of the Web in doing business has thus led to the emergence of Web Analytics coupled with myriad impacts on E-commerce.
It is in this new dimension in the world of economics that this report has been incepted with a view of exploring the impacts of Web Analytics on Electronic commerce from various perspectives such as management, technology and organisational as illustrated by Avinash (2009)). The task of the present report will therefore be to address the impacts of Web Analytics on Electronic commerce from the perspectives of management, technology and organisational. Similarly, the report purposes to identify the various theories of contemporary management. CONTEMPORARY THEORIES OF MANAGEMENTAt the start of the current century, majority of organizations that have a name to boast about had grown so enormously to the extent that managing them traditionally was quite problematic.
To overcome this shortcoming, these organizations have now turned away from using traditional methods of management and shifted towards the contemporary means of management. This form of management has a long history of evolution and is supported by a number of theories enumerated by Boddy (2011) as: “the contingency theory; the systems theory; the chaos theory as well as the concept of learning organization”.
Among these identified theories, I intend to explore each one of them briefly in order to discover their relevance in organizational management. This relevance will, at a later stage be considered alongside Web Analytics to assess how it copes with the impacts therein. According to the views of Chaffey and White (2011), contingency theory of contemporary management has grown robustly in popularity within the arena of management. This theory asserts that managers should be all inclusive when making decisions. In view of this therefore, proactive managers must consider all features affecting the situation at hand and hence make decisions based on the most suitable aspects for the present situation (Chaffey and White, 2011).
Looked at on a light note, contingency theory happens to be very flexible and basically controlled by the prevailing conditions of the problem at hand. This is a very tricky style of management and is considered to be very risky because not all situations are the same, and therefore making decisions on the crux of the moment may not be one of the best practice (Jones and George, 2010).
There must be laid down procedures to follow in case a certain type of situation avails as observed by Robbins and friends (2010). The systems theory on the other hand is basically similar to the scientific theory of management forwarded by Frederick Taylor in 1890-1940 as reported by Robbins and friends (2010). According to Jones and George (2010), the systems theory of contemporary management is important in the area of management science as well as in understanding organizations better. A definition of a system will suffice in this instance.
From a general point of view, a system is taken to mean a collection of subsets that are unified to work together so as to achieve a common goal (Bradley, 2007). If one or more of these subsets are faulty or missing, then the system is bound fail. A very good analogy of what a system is can be found in the working of a car where the components therein including the wheels, the engine, the cooling system as well as battery are all equally important for the car to function.
If one of these components is missing, then the car can no longer function. The same will apply to an organization when looked at as a system.