U-commerce: Expanding the universe of marketing

  • Watson R
  • Pitt L
  • Berthon P
 et al. 
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Abstract

This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of networkubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners.

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