E-business, as some call it, has become the top management fast track. E-business manager has become a senior vice president position. Just as e-commerce helps small businesses compete with large ones, it provides a crack in the glass ceiling. You can't say that about a lot of other senior management positions, save those in marketing. Thosewho lead their companies into e-commerce ownership will flourish.
Most companies follow a similar path in establishing themselves as e-players.
The company uses the Web primarily to supplement traditional marketing methods. Companies including Celestial Seasonings had mouths a-gaping for not only having a Web sitebut allowing people to buy their products on it. Today, few businesses doubt the rationale for a Web presence. Usually they haven't yet devoted the resources into becoming a true e-business. Encouraging a reluctant employer to step up to the e-com plate is a smart move.