IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-51070-9_5.html
   My bibliography  Save this book chapter

The Specific Role of Consumers in Global Enterprise Management: Controller of the Supply Chain in Web-Based Experiences

In: Global Enterprise Management

Author

Listed:
  • Rauno Rusko

Abstract

This chapter focuses on the active role of the consumer as a supply chain manager in web-based products, which are an important part of contemporary international business. The situation in which the consumer is opening the Web is analogous to the situation in which a tourist is beginning her trip to a tourism destination, or when the customer is switching on the television (Ferguson & Perse, 2000): she decides mostly the content and the order of the services in the supply chain (Rusko et al., 2009). Analogically, the web surfer decides the content of her “virtual trip” on the Web. The history of the Web is still relatively short. In the long term, the basic underlying needs of customers might be relatively constant. Only the means and the technology are changing. Therefore, analogies such as watching television or taking a trip might tell more about the basic underlying needs and habits of the customer during her trip to the Web, and these analogies and found explanations might be fruitful for international business and marketing strategists. The virtual trip to the Web consists of the platforms and the contents of the various content providers. While traveling on her virtual trip, the consumer is the supply chain manager of her personal experience product. Furthermore, depending on the degree of the activity of the consumer, she is possibly the content provider in different products and platforms during her virtual trip to the Web and in its social media and other virtual platforms.

Suggested Citation

  • Rauno Rusko, 2015. "The Specific Role of Consumers in Global Enterprise Management: Controller of the Supply Chain in Web-Based Experiences," Palgrave Macmillan Books, in: Angelo A. Camillo (ed.), Global Enterprise Management, chapter 0, pages 75-89, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51070-9_5
    DOI: 10.1057/9781137510709_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-51070-9_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.