A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. School of Management

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2004

The Internet is gaining wide popularity as a medium of communication. With the internet, distance is no longer a limiting factor. Many companies use the internet in their business activities. Some use the internet for obtaining information, communication, knowledge sharing etc. However, of late, few companies have started using the internet to further their business interests. In the United States, sales through e-business were US $ 45 billion for the year 2002 according to the US Department of Commerce. In Europe, this figure has the potential to reach US $ 1.6 trillion by the year 2004. This research study focuses on Coloplast A/S, a MNC and a global producer of medical devices. Coloplast, based in Denmark, is currently pursuing e-business opportunities such as SpinalNet, StomaNet and Web Ordering. These e-business opportunities will play an important role by supplementing traditional selling. The company wishes to implement these e-business opportunities in its subsidiaries spread across the world. The requirement now is for the subsidiaries of Coloplast to find out whether or not they are capable of pursuing these e-business opportunities. To ascertain this, an 'Assessment Model' capable of assessing these e-business opportunities is required. The Assessment Model is a three step process i.e. Opportunity, Market and Self. The purpose of this model is not only to assist the subsidiaries is assessing their market potential but also to fi nd out if they are capable of undertaking these e-business opportunities. At the end of each step in the model, the subsidiary needs to qualify in order to move to the next step and on qualification at the final i.e. Self, they can begin the e-business opportunity. The qualification at each step in the model depends on the ability of the subsidiary to satisfy the 'qualifying' criteria. The model has been constructed after having in depth interviews with various managers in the Subsidiaries of Coloplast and also discussions with the Product Divisions and Corporate Marketing personnel. This way the model is practical and the qualifying criteria are realistic. By qualifying the assessment model the subsidiary will be able to comfortably implement thee-business opportunities. In addition, the model is also generic in the sense it can be used for evaluating similar ebusiness opportunities in the future. Through this perspective, more detailed assessment models can be explored for future business usage.