Title: Managing Customer Value Flow in the
Network and Virtual Organisation
Abstract: Since
the early 1990s, increasing turbulence through globalisation and rapidly
changing markets have highlighted the need for organisational flexibility.
To compete within this dynamic market, marketers should learn and know how
to better leverage customer value to benefit their current and potential
client’s organisations.. This framework examines how superior customer value
can be generated within a business-to-business (B2B) virtual network organisation
(VNO) of Land and Property Information (LPI) division through the application
of an Intelligent-Agent System (IAS). The agent system within a virtual network
model fits _ customer value through the integration of agents simultaneously
representing customer focus, customer orientation and market orientation.
Authors: Henry
Wai Leong Ho, Denise Jarratt, and Terry Bossomaier