BBA 3331: Deconstructing the Infrastructures of E-commerce Strategy

This essay provides an overview of the infrastructures supporting e-commerce strategies, focusing on the layered approach used by companies like Amazon. It examines the four key layers: network technology substrate, transport and representation standard (TCP/IP), middleware service, and ...Read More

RUNNING HEAD: E-COMMERCE STRATEGY
E-COMMERCE STRATEGY
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E-COMMERCE STRATEGY
Infrastructures of e-commerce strategy:
E-commerce now emerges as a gigantic manner so that every organization is now
addicted to using it in order to manage the profit. Amazon, one of the biggest online shopping
companies, can be a great example regarding utilizing the e-commerce technology. There are
some infrastructures behind the whole procedures, and some layers are also there which is
essential to be understood. Basically e-commerce business depends on the website, mobile
application development where the company can connect with the customers. Amazon is also
using this technique where 4 layers such as network technology substrate, transport and
representation standard, middleware service and application layer situated or intermingled
together to facilitate the technology in hand of the customers. As the internet started the journey,
ecommerce got interlinked with it, and network technology substrate allows the customers to get
the all resources as much as possible. Amazon Company builds the communication through
website and mobile application where network technology substrate layer, which is composed of
the telecommunication network, helps to connect the terminal. It is a bunch or collection of the
terminal nodes (Cariou et al., 2017). When customers want to communicate with the websites all
these nodes enables message-switching, circuit switching to transfer the signals via correct links
and nodes to derive the information. In the next layer, which is the transport and representation
standard consists of TCP/IP protocol, is the set of rules or principle which allows one network to
connect numbers of end users or numerous interconnected networks. The connection is made in
this layer which allows the network technology substrate to get all the information available for
the customers (Da Xu, He & Li, 2014). Amazon Company using their portal by utilizing this
two layers which are involved in connecting and building the networks. With the help of the

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internet, customers are now using all the resources at a time, and network technology substrate
and transportation layer help to build and transport the information to the customers.
Interlink between this two layers allow the middleware layer to perform in this part.
Middleware layer just acts like glue which helps two layers to facilitate their works properly. It is
basically a software through which all the information are performed or can be expressed to the
customers. Middleware is the third party involvement, which helps to organize the databases
between client end and company end and this is generally used to add the diversified software
programs and enables them to talk or connect to each other (Nori et al,. 2016). All this
procedures and layers ultimately get their destination or shape through the application layer,
which is mainly the software or application. Customers use this layer or application to derive all
the information, which they want. Application is the last layer where all the above three layers
collected or are structured one by one to facilitate the information to their customers
(Karagiannis et al,.2015). Amazon Company is using this infrastructure layer in their e-
commerce business to allow the clients in order to promote their products or services.

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References:
Cariou, M., Potelon, B., Quendo, C., Cadiou, S., Schlaffer, E., Pessl, W., & Le Fevre, A. (2017).
Compact $ X $-Band Filter Based on Substrate Integrated Coaxial Line Stubs Using
Advanced Multilayer PCB Technology. IEEE Transactions on Microwave Theory and
Techniques, 65(2), 496-503
Da Xu, L., He, W., & Li, S. (2014). Internet of things in industries: A survey. IEEE Transactions
on industrial informatics, 10(4), 2233-2243.
Karagiannis, V., Chatzimisios, P., Vazquez-Gallego, F., & Alonso-Zarate, J. (2015). A survey on
application layer protocols for the internet of things. Transaction on IoT and Cloud
Computing, 3(1), 11-17..
Nori, A. K., Shukla, D., Christensen, Y., Krishnaprasad, M., & Sedukhin, I. (2016). U.S. Patent
No. 9,336,060. Washington, DC: U.S. Patent and Trademark Office.