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ABSTRACT
This study employs the Harvard Business School framework to assess the performance of five prominent e-commerce companies. Utilizing financial ratios as analytical tools, the research aims to gain insights into the economic and financial landscape, focusing on indicators such as liquidity, solvency, profitability, and risk. Data sourced from a financial platform and company reports available online facilitate a thorough examination of the e-commerce market. Spanning four years from 2019 to 2022, the study offers a longitudinal perspective to capture evolving trends and patterns. Strategic, accounting, financial, and prospective analyses are conducted for each company, followed by a comparative study to identify common characteristics and forecast future growth prospects within the e-commerce sector. Findings highlight the importance of long-term reputation management and technological development for strategic success. Furthermore, recommendations emphasize the need for companies to enhance their debt management and solvency levels to ensure financial stability and resilience in a dynamic market environment.
Keywords: Harvard Analytical Framework, E-commerce Companies, SWOT Analysis, Economic-Financial Analysis
1. INTRODUCTION
Advancements in information technologies and the process of globalization have significantly reshaped organizational business models. Among these changes, e-commerce has emerged as a prominent method, utilizing the Internet as a distribution channel to market and sell goods and services, thereby reducing overhead costs associated with traditional retail, such as inventories, storage space, and personnel expenses (Frühling & Digman, 2000). Frühling & Digman (2000) argue that e-commerce facilitates rapid and efficient implementation of growth and geographical expansion strategies for companies. This is achieved by providing access to new markets, enabling the extension of existing product lines to new geographical areas. Oudan (2010) underscores the value creation potential of the e-commerce business model, emphasizing its role in fostering sustainable competitive advantages, profit maximization, enhanced production efficiency, and increased overall productivity. According to Muda et al (2019) E-commerce companies require integrated internal controls in accounting information systems to minimize risks related to transaction validity, authorization, and property security, ensuring effective decision-making for internal and external parties. Zhang and Liu (2020)The study highlights how responsibility accounting, particularly focusing on product groups, drives innovation and success in e-commerce companies like pseudonym "H," offering practical guidance for management accounting tools in China. Hu (2021 ) discusses how a computerized accounting system centered on management and...