E-Commerce, Human Resource Strategies, and Competitive Advantage: Two Australian Banking Case Studies

Authors:
Yvette Blount;Tanya Castleman;Paula M. C. Swatman
Affiliations:
Deakin University, Melbourne, Australia;Deakin University, Melbourne, Australia;University of South Australia
Venue:
International Journal of Electronic Commerce
Year:
2005

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Abstract

Service organizations need to consider in depth the human resource management (HRM) strategies that will enable them to achieve sustained competitive advantage in the e-commerce era. This paper analyzes the HRM strategies developed to accommodate the changing customer service practices associated with B2C e-commerce in the retail banking sector. Based on case study data, it describes how two banks in Australia, one large, the other small, have linked their e-commerce strategies with their overall business strategy, and the extent to which their HRM strategies have helped them to utilize their e-commerce capability to achieve sustained competitive advantage.