E-Novation Deployment: Creating New “Spaces” and Distribution Using E-Novation

Background

Marketing’s history with the distribution channel can be succinctly encapsulated in one of the earliest definitions of commercial marketing. In 1937, the fledging American Marketing Association defined marketing as the direction of the flow of goods and services from producers to consumers (Gundlach, 2007). Seventy years and four definitions later, the American Marketing Association (AMA) definition marketing has evolved into a more complex system of business management which engages multiple stakeholders in the process of creating, communicating, delivering and exchanging offerings of value. The AMA (2007) definition of marketing reads as “the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Keefe, 2008). Fundamentally, the nature of marketing depends on distribution as the cornerstone to manage the multi-directional flow of offerings of value among the range of actors in the marketplace.

E-Novation deployment is one facet of the management of the multi-directional flow of value offers through the wired and unwired electronic networks which interconnect consumers, prosumers (producer-consumers) and producers into a global marketspace of value exchange.