Virtual Marketing: the Economics of Difference

Fiona Czerniawska and Gavin Potter

Chapter 10 in Business in a Virtual World, 1998, pp 112-128 from Palgrave Macmillan

Abstract: Abstract Throughout the 1970s and 80s, companies were told to slim down the differences in their organisation: reduce the number of different products for sale, reduce the number of different customers, reduce the number of different markets in which the products were sold. Although this undoubtedly helped companies to increase their short-term profitability, this reduction in difference, and therefore reduction in customer choice, has turned out to be something of a blind alley.

Keywords: Virtual World; Stock Level; Customer Base; Individual Consumer; Labour Party (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1057/9780230509337_10

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