ABSTRACT
With the widespread use of credit cards and access to the Internet, consumers are now in the position of power. They can purchase products or services from retailers, distributors, intermediaries, or manufacturers when they want, to be delivered when and how they want, at a price they are willing to pay. This statement fundamentally alters the business environment. Consumers do not have to patronize local retail outlets; consumers do not have to go to a retail location to order products and services; consumers expect to use the communication vehicle (fax, phone, Internet, or in person) that is most convenient for them at a particular point in time; consumers expect that all channels of communication used by a specific company will be coordinated with one another; retailers and manufacturers must figure out how to get their message, products, and services to the consumers rather than waiting for consumers to come to them; collaboration AND competition are required for success. These changes require efficient flows of information, product, and money, thereby necessitating a change in business processes.
