Value Creation in a Virtual Network Organisation: An Intelligent-Agent Systems Approach

Wai Ho, Denise Jarratt, Mohamed Anver

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    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 languageEnglish
    Title of host publicationBroadening the boundaries
    EditorsSharon Purchase
    Place of PublicationUniversity of Western Australia
    PublisherANZMAC
    Pages26-32
    Number of pages7
    ISBN (Electronic)064645546X
    Publication statusPublished - 2005
    EventAustralian and New Zealand Marketing Academy (ANZMAC) Conference - Fremantle, Australia, Australia
    Duration: 05 Dec 200507 Dec 2005

    Conference

    ConferenceAustralian and New Zealand Marketing Academy (ANZMAC) Conference
    Country/TerritoryAustralia
    Period05/12/0507/12/05

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