The effect of e-commerce on the integration of IT structure and brand architecture

. A company's information technology (IT) structure and its brand architecture are intended to minimize transaction costs both within the organization and between the organization and its customers. Business‐to‐Consumer (B2C) e‐commerce fundamentally alters the structure of those transaction costs relevant to the IT structure and the brand architecture. We conducted a survey among 102 chief information officers and chief marketing officers in 67 of the 100 most important B2C enterprises in Austria. The results show that companies typically implement a certain set of changes in the IT structure and the brand architecture if B2C e‐commerce is highly important to them and that these changes result in a stronger integration within and between the IT structure and the brand architecture. B2C e‐commerce projects thus require closely aligned conceptual, organizational and financial measures in both areas.