ABSTRACT
The 1990s have witnessed an increasing trend towards new forms of organisational structure, a process facilitated by developments in information technology such as the Internet. These developments are presenting novel and interesting challenges for marketers in the early years of the new millennium. This chapter is based upon the results of an international research project that examined inter-organisational networks in three European countries: the UK, Germany and Denmark. It begins by highlighting the need for structural change in the eBusiness era, and then examines how organisational structures have evolved over time. The characteristics of ‘virtual’, ‘networked’ and ‘clicks and mortar’ organisations are then described as examples of new structural types. The nature and extent of the challenges posed for marketers within such organisations are discussed throughout, and data from a number of contemporary case studies are drawn upon to demonstrate how such challenges may be met. The chapter concludes by speculating on what the future holds for these organisations and whether the new models described here are likely to offer significant competitive advantage over more traditionally organised operations.
