U-commerce: Expanding the universe of marketing |
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Authors: | Richard T Watson Leyland F Pitt Pierre Berthon George M Zinkhan |
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Institution: | (1) University of Georgia, Georgia, USA;(2) Curtin University of Technology, Perth, Australia;(3) Bentley College, Waltham, USA |
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Abstract: | This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing
based on ubiquitous networks. U-commerce, orüber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed
that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation
marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized
for practitioners.
Richard T. Watson is the J. Rex Distinguished Chair for Internet Strategy and the director of the Center for Information Systems Leadership
in the Terry College of Business, University of Georgia. He has published in leading journals in several fields as well as
authored books on data management and electronic commerce and given invited seminars in nearly 20 countries. He is vice president
of communications of AIS and recently finished a term as a senior editor ofMIS Quarterly. He is a visiting professor at Agder University College, Norway, and a consulting editor to John Wiley & Sons.
Leyland F. Pitt is a professor of marketing in the School of Marketing, Curtin University of Technology, Perth, Australia. He is also adjunct
professor of marketing at Kingston Business School, United Kingdom; the University of Lulea, Sweden; and the Ecole Nationale
Ponts et Chaussees in Paris. He has also taught marketing and electronic commerce on M. B. A. and executive programs at schools
such as Warwick Business School, London Business School, the Graduate School of Business at Columbia University, and the Graham
School of Continuing Studies at the University of Chicago. Dr. Pitt is the author of more than 100 papers in scholarly journals,
and his work has appeared in publications such asCalifornia Management Review, Sloan Management Review, Journal of the Academy of Marketing Science, Information Systems Research,
Journal of Advertising Research, Communications of the ACM, andMIS Quarterly (for which he also served as associate editor).
Pierre Berthon is an associate professor of marketing at Bentley College. He has held academic positions at Columbia University, Henley
Management College, Cardiff University, and University of Bath. His teaching and research focus on electronic commerce, market
information processing, organization and strategy, and management decision making.
George M. Zinkhan is the Coca-Cola Company Chair of Marketing at the University of Georgia. After receiving his doctorate at the University
of Michigan, he served on the faculty at both the University of Houston and the University of Pittsburgh. His main research
focus is on the areas of communication, advertising, and electronic commerce. His recent coauthored books includeElectronic Commerce: A Strategic Perspective (2000) andConsumers (2002). |
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