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[8] 2002 e-business-strategies-for-virtual-organizations

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Moving from e-<strong>business</strong> to i-<strong>business</strong> <strong>strategies</strong> in <strong>virtual</strong> markets<br />

Figure 5.6<br />

The evolving <strong>virtual</strong> value<br />

chain<br />

Buyer<br />

Buyer<br />

Buyer<br />

Buyer<br />

Old value chain<br />

Shrunk value chain<br />

New intermediaries<br />

Virtualvalue chain<br />

5.12 Strategies <strong>for</strong> value networks<br />

Figure 5.7<br />

Value alliance<br />

Seller<br />

Seller<br />

Seller<br />

Seller<br />

Value network alliances were described in detail in Chapter 3<br />

and are shown again in Figure 5.7.<br />

This model is particularly suited to taking advantage of<br />

communications efficiencies not previously available and there<strong>for</strong>e<br />

changing components extremely rapidly in response to<br />

evanescent market <strong>for</strong>ces and opportunities. Different models<br />

present themselves to retailers and manufacturers as shown in<br />

Figures 5.8 and 5.9.<br />

Figure 5.8 summarizes the current and potential supply chain<br />

structures <strong>for</strong> electronic channels in retailing. Models 1 and 2<br />

represent the current structures <strong>for</strong> e-tailers and models 3 and 4<br />

represent potential structures <strong>for</strong> interactive home shopping<br />

systems (IAHS).<br />

Figure 5.9 summarizes how manufacturers in models 3 and 4<br />

have applied the supply–demand chain to cut out retailers and<br />

101

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