Drishtikon: A Management Journal

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Is 'p-commerce' the Future of Business and E-commerce? an Empirical Study of Elite Customer Experience and Perception


Affiliations
1 Research Scholar, Business Management, JJT University, Rajasthan
2 Dean, Oriental Institute of Management, Vashi, Navi Mumbai
     

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The phenomenon of e-commerce was initially a technological development. It offered a new dimension to business, and new opportunity to creative people. However, not all the e-com ventures could be equally successful. There can be many factors, and the people element is surely one of them, which cannot be isolated from business. The people-power and that of fast-changing / emerging values is going to drive transformation in forms and formats of business in future; beyond e-com, social media and internet based marketing. This paper is prepared in light of the ideas generated in a landmark book titled: Marketing 3.0 - From Products to Customers to Human Spirit by Philip Kotler, H Kartajaya and Iwan S. (2010) and is based on data collected from 37 respondents from LinkedIn The paper gives insight of deep level changes happening inside the minds of high-end consumers with advent of irreversible globalization and its impact beyond Internet based platforms This paper explores the relevance of those ideas for something we will call 'P-Commerce'; (participation- commerce) in this paper.

Keywords

E-Commerce, Collaborative Marketing, Brand, Hierarchy of Desires, Customer Partnerships, Participation Commerce
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  • Is 'p-commerce' the Future of Business and E-commerce? an Empirical Study of Elite Customer Experience and Perception

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Authors

Arvind Agrawal
Research Scholar, Business Management, JJT University, Rajasthan
Rashmi Soni
Dean, Oriental Institute of Management, Vashi, Navi Mumbai

Abstract


The phenomenon of e-commerce was initially a technological development. It offered a new dimension to business, and new opportunity to creative people. However, not all the e-com ventures could be equally successful. There can be many factors, and the people element is surely one of them, which cannot be isolated from business. The people-power and that of fast-changing / emerging values is going to drive transformation in forms and formats of business in future; beyond e-com, social media and internet based marketing. This paper is prepared in light of the ideas generated in a landmark book titled: Marketing 3.0 - From Products to Customers to Human Spirit by Philip Kotler, H Kartajaya and Iwan S. (2010) and is based on data collected from 37 respondents from LinkedIn The paper gives insight of deep level changes happening inside the minds of high-end consumers with advent of irreversible globalization and its impact beyond Internet based platforms This paper explores the relevance of those ideas for something we will call 'P-Commerce'; (participation- commerce) in this paper.

Keywords


E-Commerce, Collaborative Marketing, Brand, Hierarchy of Desires, Customer Partnerships, Participation Commerce

References