How Can the Internet Assist Organizations with Creating Customer Value Essay

How Can the Internet Assist Organizations with Creating Customer Value through Personalization and Mass Customization - Essay Example When it comes to narrowing down the scope and role of e-marketing and related technologies to a mere aspect of creating value or enhancing customer value, it seems that words are diminishing and the whole aspect can never be explained in its true sense and that it might take years to elucidate such a broad topic. The contributions of e-marketing strategies and organizations in developing and stabilizing many businesses is obvious with the development in the marketing concepts as well as recent researches which are not proving that co-branding, co-creation and third-party inventions have set up new milestones for all the companies; be it some multinational giant or some small entrepreneurial venture. The concepts that have been introduced with an â€Å"e† as a prefix, like; e-commerce, e-trade, e-business, e-marketing, and e-strategy, explain the literal terms of carrying out business via the electronic channel, apparently. However, these terms explain some very broad concepts of internet cram which have proved to be revolutionary, immensely, after the internet boom of the ’90s. Collaborative Networked Organizations (CNOs), those which are also known as â€Å"third-party vendors† and â€Å"fourth party logistics/vendors† and Virtual Customer Communities (VCCs) i.e. the company which exists online only, confirm a soaring prospective as drivers of value co-creation and open innovation. They have also been playing role in driving value specifically in collaborative innovation.  This joint venture has proven that it can amplify malleability and suppleness of the companies’ VCS (Value creation systems) to support responding to an external situation like co-creation or collaborative opportunities (external driver).  

E-marketing and ICT in private hospitals in the United Kingdom Dissertation

E-marketing and ICT in private hospitals in the United Kingdom - Dissertation Example This research is an exploratory study on the capabilities of ICT by focusing on private hospitals of the UK. Large numbers of consumers are using the internet to extract health-related information. However, it is not known to what extent they effectively use the e-marketing platform of the private hospitals. Thus, with the aim to generate an in-depth view about the role of ICT in the private hospitals of UK, four objectives and two hypotheses were stated in Chapter I. After extensive literature review the theoretical framework was formed. This was a mix of qualitative and quantitative study with both primary and secondary data collection. Secondary data was collected through journals and websites and primary data was collected through survey questionnaires. Both the in-patients and the hospital staff were given the questionnaire. The study focused on one single hospital – The BMI Clementine Churchill Hospital. All the objectives of the study have been met. The first objective was to evaluate the current trends that accelerate the growth of using ICT in private hospitals. Proliferation of the internet technology and ICT, changes in consumer demand, the literacy levels of the consumers, and increase in consumer demand for health care, in addition to intense competition in the health care sector have led to acceleration in the growth of using ICT in private hospitals in the UK. ... Through the website the hospitals generate a large amount of consumer data which can be effectively used for enhancing their marketing efforts. No such evidence has been available through the study. Social media marketing too is not being used by private hospitals to understand consumer needs and wants. The third objective was to investigate the limitations of realising ICT in private hospitals. Their activities are limited to sending emails or offering online bookings. There is nothing to keep the visitors engaged once they visit the website. At the moment the consumer acceptance appears to be limited. Acceptance of technology is an attitudinal change that has to first come in the consumers. Thus, the onus for realising ICT in private hospitals rests with the hospitals as well as with the consumers. The fourth objective was to analyse critical issues surrounding the use of E-marketing in private hospitals. The first and foremost concern is the vast amount of medical information avai lable on the internet which can be misleading. Making online payments is another critical issue that impacts the acceptance of e-marketing. An e-platform can allow anyone to practice as a physician and this can be disastrous for the society. The privacy policies are yet to be addressed by the hospitals. Another critical issue is the concept of social media marketing. While it can help the hospitals to recognize consumer demands and needs it can also adversely impact hospital reputation. Since there is no control over the data posted and stored on the social media platforms, this could impact the reputation of the hospitals. The study concludes