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It's a whole new ball-game: information revolution

Author: Soberman, David A. INSEAD Area: MarketingIn: European Management Journal, vol. 17, no. 3 jun. 1999 Language: EnglishDescription: p. 290-295.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: Today, a big challenge for business is dealing with the change created by the information revolution. The industrial revolution created the need of urbanization, mass production created homogeneity in consumption patterns and mass media created tremendous homogeneity in the news and information that people are exposed to. The information revolution has created the opportunity for individuals to work and buy at home, the opportunity for firms to implement "mass customization" and provide customized offering for smaller segments of customers and tremendous splintering in the channels that people use to exchange information. The information revolution effectively has the ability to reverse characteristics that are prototypical of 20th century society. To deal with these "reversals", a successful firm will have to use information technology to understand both itself and its customers better
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Today, a big challenge for business is dealing with the change created by the information revolution. The industrial revolution created the need of urbanization, mass production created homogeneity in consumption patterns and mass media created tremendous homogeneity in the news and information that people are exposed to. The information revolution has created the opportunity for individuals to work and buy at home, the opportunity for firms to implement "mass customization" and provide customized offering for smaller segments of customers and tremendous splintering in the channels that people use to exchange information. The information revolution effectively has the ability to reverse characteristics that are prototypical of 20th century society. To deal with these "reversals", a successful firm will have to use information technology to understand both itself and its customers better

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