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A dissertation submitted in partial fulfilment of the requirements of Dublin Institute of Technology for the degree of M.Sc. in International Business Management
 
Table of Contents
INTRODUCTION 3
PROJECT BACKGROUND 4
DESCRIPTION OF THE PROBLEM 4
RESEARCH QUESTION 5
OBJECTIVES 5
RESEARCH METHODOLOGY 6
LITETURE REVIEW 7
KEY ELEMENTS TO INFLUENCE CORPORATE ONLINE REPUTATION 9
EFFICIENT E- supply chain management 9
THE RESEARCH PROJECT SCHEDULE FOR EACH ACTIVITY 10
 
Introduction介绍

在线声誉管理（ORM）是互联网营销的重要工具之一，正如华伦巴菲特所说，企业可以“花20年的时间来建立声誉，五分钟就能毁掉它”。如果你考虑到这一点，你会做不同的事情（Huffington Post，2013）。“全球许多公司和所有行业技术直接推动整个行业通过采用计算机和电信网络向更高效，高效的运营迈进。而良好的企业声誉可能是对产品和服务收取溢价的公司，它是影响客户的偏好和购买决定，如苹果公司在其产品和服务方面改变溢价，当有竞争力的服务和类似产品成本和质量可用。 （Cretu＆Brodie，2009）。“这也可能是在争议时期帮助利益相关者的一种方式。”Online reputation management (ORM) is one of significant tools of Internet marketing.As Warren Buffett states, the business entity could “takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently (Huffington Post, 2013).” Many companies around the globe and across all industries currently operating their business under economic stress, due to the changes in market and needs of customers, and also technology directly push the whole industries moving toward more efficient and effective operations by adopting computers and telecommunication networks. And the good corporate reputation could let a company to charge a premium for products and services, and also it is impacting customers’ preference and purchase decision, such as Apple company changes premium price on their products and services, when competitive services and products of similar cost and quality are available. “It could also generate stakeholder support in times of controversy (Cretu & Brodie, 2009).”

Corporation reputation is an important intangible asset, which was formed as a result of past business actions, decisions and stakeholders’ direct experience. The customers are increasingly migrating to the web to shop and purchase the number of goods and services from any number of places worldwide with reasonable cost. In order to match the change in customer needs and market, many business start to adopt the aspect of e-commerce, which allows to accelerate their business to new plateaus of efficiencies and customer care, that could create more opportunities to build new one-on-one relationships with consumers. And also the outstanding performance of online business could influences others’ expectations of the company and can increase corporate worth, provide sustainable competitive advantage, and ultimately be strongly correlated with firm performance.

Efficient e- supply chain management高效的电子供应链管理

The e-supply chain is the communications and operations backbone of a virtual network that links suppliers, business partners and customers together as one cohesive, collaborating entity. A virtual enabled supply chain network is a series of value-added processes/stages owned by one or more enterprises, starting with material/information suppliers and ending with consumers (Papazoglou et al., 2000; Gek Woo et al., 2000). 

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