Strategies for I-Business Change in Virtual Markets: a co-evolutionary approach

摘要

This paper presents proposals for current research intornIT-based strategies within virtual markets. It argues for arnmore flexible and dynamic approach to IT enabled changernwhich is a direct consequence of these new organisationalrnforms. An initial overview is presented of the mechanismsrnand dynamics of change and the unique features of IBusinessrnis described. The paper then considers so-calledrn‘virtual market ecosystems’ where organisations evolve tornsupport various changes to their environments through thernadoption and implementation of electronic infrastructures.rnIn this way organizations are attempting to deal with theirrnsurroundings which includes all aspects of IT-enabledrnlearning and adaptation (Clegg et al, 1996; De Geus,rn1997; Dvorak et al, 1997; Hackney et al, 1999). Therncontribution of the paper is to identify the fundamentalrntheoretical approaches to meet the challenges of thesernemerging virtual markets and to propose appropriate ITrnstrategies for I-Business in this respect.