Abstract
Global competition and rapid changes in industry structure are encouraging organisations to address needs for flexibility and real-time value creation and delivery (Achrol, 1997; Eggert and Ulaga, 2002). The objective of this paper is to develop a framework to guide the real-time creation and delivery of customer value in a virtual network organisation in the business-tobusiness sector (B2B). The proposed theoretical framework explains how superior customer value can be generated through the application of an Intelligent-Agent System (IAS) in which agents simultaneously represent customer focus, customer orientation and market orientation.
Original language | English |
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Title of host publication | Broadening the boundaries |
Editors | Sharon Purchase |
Place of Publication | University of Western Australia |
Publisher | ANZMAC |
Pages | 26-32 |
Number of pages | 7 |
ISBN (Electronic) | 064645546X |
Publication status | Published - 2005 |
Event | Australian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Australia, Australia Duration: 05 Dec 2005 → 07 Dec 2005 |
Conference
Conference | Australian and New Zealand Marketing Academy (ANZMAC) Conference |
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Country/Territory | Australia |
Period | 05/12/05 → 07/12/05 |