Way Beyond Web Sites

Oliva, Ralph A.
November 2002
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p46
The article reports that Web practices are finding new and innovative ways to create value through direct and private digital/networked connections. Digital/networked connections are enabling whole new sorts of just-in-time (JIT) service options for business marketers. Many firms have well-established JIT programs. Programs where suppliers art' so tied to their customers' business that raw materials, parts, and other service elements arrive at a customer's site just in time. Digital/networked technologies are involved in simply arranging the logistics involved in ensuring that a customer gets the parts needed to keep operations going. JIT II methodology the interface between the supplier and customer is completely reengineered. The supplier's salesperson and the customer's purchasing agent are both replaced by an inplant provided by the supplier. The in-plant gets deeply engaged with the customer's business, operations, problems, and opportunities. The in-plant's challenge is to bring the competencies, know-how, and capabilities of the supplier into the customer's processes for greater efficiency, effectiveness, and innovation.


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