1、1外文翻譯外文翻譯原文Dominantfactsimpactingthedevelopmentofbusinesstobusiness(B2B)ecommerceinagricultureMaterialSource：InternationalFoodAgriBusinessManagementReview2001(4)Auth：NicoleLeroux，MaxS.WtmanJr，EricD.MathiasThereisstillmuc

2、hoptimismaboutthepotentialsuccessofecommerceinagriculture.Threedominantfactshaveimpactedthisdevelopment:(1)industrystructure(2)productcomplexity(3)thehightouchnatureoftransactions.Inturnthesefactshaveledtoseveraldifferen

3、tpotentialtypesofstrategicoptions.Fromamixofthesestrategicoptionspotentialscenarioshavebeenanalyzeded.Thesepotentialscenariosarethefutureofbusinesstobusiness(B2B)commerceinagriculture.Keywds:ecommerceagriculturedominantf

4、actsstrategicoptionsThefirstfactpreventingcommerceinagriculturetodevelopfullyisthecurrentchangeinindustrystructure.Inthelastdecadeconsolidationsatalllevelsofthevaluechainhavechangedthetraditionalrelationshipsbetweenplaye

5、rs.Consolidationinagribusinessmayimpactecommerceimplementationinthreeways:(1)reductionoftheneedtoelectronicallycodinatefragmentedmarketplaces(2)creationofbarrierstothedevelopmentoftransparentelectronicmarketplaces(3)deve

6、lopmentofinternalbarrierstoadoption.Thesecondfactslowingdownecommerceadoptionistheincreasingcomplexityofproductsbeingsoldinagriculturalmarkets.Thiscomplexityarisesfromtwosources:traditionalenduserdriven.3(2)marketproduct

7、expertiseGiventheincreasingproductcomplexityfoundinagriculturemarketproductexpertisebecomecriticalelementofawinningstrategy.Threeelementsarediscussed:①marketknowledge:Thisisthemostcriticalelementofasuccessfulecommercestr

8、ategy②productexpertise:Inaglobalizedeconomyproducttransactionswillbecomemecomplexthelistofspecificationstobemetwillbecomelonger③riskprofile:DrawingfromdevelopmentsinthefinancialindustriesWiseMrisonconcludedthatdeepmarket

9、knowledgeisrequiredtobeabletotransitionsuccessfullyintothewldofB2B.(3)ganisationaldevelopment.IfweaccepttheideathattheInterecommercewillfundamentallychangethewaytransactionstakeplaceinagricultureatleastthreeimplicationse

10、mergefganisations:①theneedflearningtrainingTodayshightechtransactionsmeanthatecommerceplayershavetoleadindividualuserstowardanewwayofconductingbusiness.Thenatureofadoptionofinnovationwillcreateopptunitiesfthosewhocaterto

11、individualsneedflearningtraining(JudsonSuccessfulcompanieswilltheoneswhoundersttheircustomersprovidewithhumaninteraction.PioneerHiBredInternationalsdealershipwkisagoodexampleofhowhightouchcompaniesachievedsuccessunder“ol

12、deconomy“rules.Inadditionextendingecommercetothesalesfcemayfreeemployeesfrompaperwkfilingdutiesallowthemtofocusonmevalueaddedactivitiessuchasclientrecommendationsleadingtogreatercustomersatisfaction(Pter2001).③theacquisi