Faculty Scholarship 1994 - Present

Electronic Commerce: Re-engineering the Value Chain to Increase Consumer Focus

We propose herein that the traditional, sequential value chain be reconsidered as a continuous system with a customer orientation in order to better manage the value chain for electronic commerce. The conduit of this system in a firm's information system because it allows for the customer to access all facets of the value chain. Further, we suggest that personalization receives elevated importance in the electronic marketplace and might be considered as a fifth "P" of marketing.