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commerce enabled emerging supply chain relationships. Mass-customization websites such as
those offered by Dell.com are shown to be mega-touchpoints that have a far greater impact on a firm's bottom-line
than traditional touchpoints. This lowers the number of touchpoints in a supply chain, and promotes the adoption of
standards for data representation. Both of these in turn lower information inconsistencies and improve the overall
efficiency of the supply chain.
Finally, this paper describes the ris e of new marketplace models and the resulting new players and information
flows. The theory of information quality dimensions of completeness, accuracy, currency, timeliness, precision,
reliability, consistency, and relevance are applied to these marketplace models. Porter's Five Forces Model is reevaluated
in light of the emerging supply chain environment. The ubiquitous presence of web-based open protocol
technologies is driving new economic relationships and new market opportunities for information utilization. These
new information flows, if properly utilized, can enable new efficiencies in the management of the supply chain,
provide new opportunities to provide greater value to the consumers by facilitating the dynamic creation of value
webs, and have a positive impact on the overall economy.
Warkentin et al.:The Role of Mass Customization in Enhancing Supply Chain Relationships in B2C Market
Page 52
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