Business Transformation on the Internet  

This paper presents the ongoing analysis (since 1997) of how the business models of organizations are getting transformed in the Marketspace created by the Internet and WWW. The authors use a model comprising the four Ps - Product, Price, Promotion and Place - and one C - Customer Relationship. They study how these four Ps and one C are being transformed by the fundamental characteristics of real-time interactivity and global connectivity in the Marketspace. Their conclusions are drawn from the results of a survey of 100 organizations chosen from 9 sectors across the globe and the Fortune 500 list. They observe that all of the Fortune listed companies have a presence on the Web. Within the 100 surveyed companies, firms fall into one of four equally divided technology clusters. Roughly the top 25% of companies exploit the full range of Internet capabilities, gaining market research data from visitors and selling products online to interested customers.