Exhibit 3.8 E-Tailing Business Models – E-tailing an Enterprise EC System

1. Exhibit 3.8 E-Tailing Business Models – E-tailing an Enterprise EC System Business Partners Business Partners Customer Supplier Supplier B2B and Supply Chain Management (SCM) B2B and Supply Chain Management (SCM) The E-Tailer Enterprise Finance, Accounting, HRM, IT Supplier Supplier Supplier Supplier Enterprise Resource Planning (ERP) “The Backbone” Business Partners Business Partners Internal Operations Objective: Facilitate internal operations & increase productivity B2C and Customer-Facing Applications Objectives: Optimize business relationships with customers; increase service effectiveness and sales Facing supplier distributor/ Business Partner Objective: Optimize Relationships with business partners and reduce cost of goods sold

2. Exhibit 4.1 EC Consumer Behavior Model Personal Characteristics Environmental Characteristics Age Gender Ethnicity Education Lifestyle Psychological Knowledge Values Personality Social Cultural/community Other: legal, institutional, governmental Independent Variables Market Stimuli Buyer’s Decision Price Brand Promotions Advertising Product quality Design Buy or not? What to buy? Where (vendor)? When? How much to spend? Decision Probes Intervening (vendor- controlled) Variables EC Systems Dependent Variables (Results) Logistics Support Technical Support Customer Service Payments Delivery Web design and content Intelligent agents Security

3. Exhibit 4.5 The New Marketing Model - One-to-One Marketing and Personalization in EC [1] Customer Receives Marketing Exposure [2] Customer decides on marketing medium for response Marketing/Advertising Chose to Best Server/Reach Customer Customer Relationships “Four P’s” (Product, Place, Price, and Promotion) Updated Uniquely to Customer [3] Customer makes purchase decision [4] Detailed transaction/ Behavior Data Collected Customer Profile Based on Behavior; Customer Segmentation Developed Database Update {…} Source: Linden, A. Management Update: Data Mining Trends Enterprises Should Know About, Gartner Group, 2002

4. Initial Trust Model Ch3. P.50 Figure 1: Initial Trust Model Disposition to Trust Propensity to Trust Cognitive Processes Demographic Dissimilarity Trust Trusting Intention Trusting Beliefs Institution-based Trust Procedural Justice

5. Exhibit 4.6 The EC Trust Model Trust certificates, seals Vendor evaluation (BBB)Product evaluation Free samples Return policy Privacy statement Co-branding, alliances Education efforts by vendor stressing the use of security, size and financial resources Simplicity of shopping Navigation, Web design Seller Trust in internet merchant Competency EC Trust Benevolence Trust in internet as shopping channel Reliability Understandability Trust in business and regulatory environments Security/payment Business culture Consumer protection Effective law Demographics, previous experience, personality, cultural differences Peers success stories Referrals Source: Lee, Matthew K.Q. and E. Turban, “A Trust Model for Consumer Internet Shopping,” Vol. 6(1), M.E. Sharpe, Inc., 2001

6. Alternative Views of Strategy Sustainable Competitive Advantage The implicit Strategy Model of the Past Decade • One ideal competitive position in the industry • Benchmarking of all activities and achieving best practice • Aggressive outsourcing and partnering to gain efficiencies • Advantages rest on a few success factors, critical resources, core competencies • Flexibility and rapid responses to all competitive and market changes • Unique competitive position for the company • Activities tailored to strategy • Clear trade-offs and choices vis-à-vis competitors • Competitive advantage arises from fit across activities • Sustainability comes from the activity system, not the parts • Operational effectiveness a given

7. Information Information Money (income) Information Model of a Market-Directed Economy CONSUMERS Goods and Services PRODUCT- MARKET Information Information Money (expenditures) GOVERNMENT Money (income) Production resources Information Information Information RESOURCE MARKET Money (expenditures) PRODUCERS Information Primary direction Secondary direction of feedback

8. Model of a Market-Directed Macro-Marketing System Many Individual Producers (heterogeneous supply) Middlemen intermediaries Facilitators Perform universal marketing functions To overcome discrepancies and separation of production and consumers Monitoring by government(s) and public interest groups Monitoring by government(s) and public interest group To create utility and direct flow of need-satisfying goods and services Many Individual Consumers (heterogeneous demand)