Abstract:

Since the early 1990s, increasing turbulence through globalisation and rapidly changing markets have highlighted the need for organisational flexibility. To compete within this dynamic market, marketers should learn and know how to better leverage customer value to benefit their current and potential client’s organisations.. This framework examines how superior customer value can be generated within a business-to-business (B2B) virtual network organisation (VNO) of Land and Property Information (LPI) division through the application of an Intelligent-Agent System (IAS) representing customer focus, customer orientation and market orientation.