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
CountryAustralia
Period05/12/0507/12/05

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