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4

 

Virtual organisations

The concept of virtual organisations was introduced in Chapter 6. From a digital marketing per-

spective, the Internet provides new options for forming partnerships to mutually benefit all parties.

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Part 2  Strategy and applications

Referring to small and medium businesses, Azumah et al. (2005) indicate three levels of 

development towards what they term an e-organisation:

1 

 Half-  fusion organisations (minimum use of the Internet and network technologies);

2 

Fusion organisation (committed and intensive use of the Internet and network 

technologies).

3 

E-organisation (uses technologies as the core of the business for managing the entire busi-

ness processes).

Place tactics will have to review all the types of opportunities and threats described above 

and decide which are appropriate. (Issues in distribution and fulfilment are described in 

Chapter 6.)