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| Author: | Watson, R. T. |
| Title: | U-Commerce: Expanding the Universe of Marketing |
| Journal: | Journal of the Academy of Marketing Science
2002 : FALL, VOL. 30:4, p. 333-347 |
| Index terms: | MARKETING NETWORKS COMPANIES |
| Language: | eng |
| Abstract: | This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, or Uber-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. The changing nature of commerce is a transformation in progress that has many parallels with the early twentieth-century revolutions in physics and art. |
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