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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/81572
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- Value creation in a virtual network organisation
- Ho, Henry Wai Leong; Jarratt, Denise; Anver, Mohamed
- 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.
- Publication type
- Conference paper
- Proceedings of the Australian and New Zealand Marketing Academy Conference: Business Interaction, Relationships and Networks (ANZMAC), Fremantle, Western Australia, Australia, 05-07 December 2005
- Publication year
- Customer focus; Customer orientation; Customer value; Market orientation; Value creation; Virtual network organisation
- Australian and New Zealand Marketing Academy
- Copyright © 2005 the authors. Published version of this paper reproduced here in accordance with the copyright policy of the publisher.
- Full text
- Peer reviewed