E-Commerce

18E-CommerceThis chapter contributes in the development of consumer-oriented e-commerce byproviding a relevant conceptual framework and an extended SOA model. The purpose ofconsumer-oriented e-commerce is to empower the consumer in the creation of valueaccording to his personal preferences and needs by composing services from differentbusiness firms. Being based on the concept of service as a collaborative knowledge-basedprocess for value creation, the conceptual framework provides the theoretical backgroundfor the development of consumer-oriented e-commerce models. The extended SOA modelcomplements the OASIS Reference Model for SOA, on which it is based, by introducing theconsumer’s perspective in the composition of business services and in the creation of value.Hence, SOA can become the technological underlay for the composition of service and valuefrom different business providers and Semantic Web Services can become a key enablingtechnology in this effort.Even though there are some consumer-oriented ideas in the literature and the existingtechnologies have apparently the required properties for the development of consumerorientede-commerce models, it will be neither straightforward nor imminent, because it hasto prevail beforehand over the traditional, egocentric business thinking.8. ReferencesAnderson C. (2006). The Long Tail: Why the Future of Business is Selling Less of More, Hyperion,ISBN 1401302378, New York.Berners-Lee T., Hendler T.J. & Lassila O. (2001). The Semantic Web, Scientific American, Vol.284, 34–43.Bovet D. and Martha J. (2000). Value nets: reinventing the rusty supply chain for competitiveadvantage, Strategy & Leadership, Vol. 28, No 4, 21 – 26.Cardoso J. & Seth A. (eds) (2006). Semantic Web Services, Processes and Applications, Springer,ISBN 0-387-30239-5, USA.Chesbrough H. & J. Spohrer (2006). A research manifesto for services sciences,Communications of the ACM, Vol. 49, No. 7, 35-40.Fragidis G., Tarabanis K. & Koumpis A. (2007). Conceptual and Business Models forCustomer-Centric Business Ecosystems, IEEE International Digital Ecosystems andTechnologies Conference (DEST), Cairns, Australia, 21-23 February, 2007.Gilmore J.H. & Pine B.J. (2000). Markets of One: Creating Customer-Unique Value through MassCustomization, Harvard Business School Press, ISBN 978-1578512386, BostonMassachusetts.Grönroos C. (2006). Adopting a Service Logic for Marketing, Marketing Theory, Vol. 6, No. 3,317–333.Grönroos, C. (1990). Service management: A management focus for service competition,International Journal of Service Industry Management, Vol. 1, No. 1, 6–14.Grönroos, C. Heinoner, F. Isoniemi, K. & Lindholm, M. (2000). The NetOffer model: a caseexample from the virtual marketspace, Management Decision, Vol. 38, No. 3/4, 243-252.Gummesson E. (1994). Service Management: An Evaluation and the Future, InternationalJournal of Service Industry Management, Vol.5 No. 1, 77-96.