Contemporary Marketing Practice and the Five Changes Challenge

In the last chapter we examined ‘inflection points’ and their implications. When considering the impacts of the Internet and IT-enabled interactivity as an inflection point, we ended up asking whether this was leading to an organizational transformation, and concluded there were a number of differing views on this. For example, the Internet is seen as: changing everything; as a tool; or as a channel. For others, its impact is seen in a more balanced fashion, in that companies need to integrate both their ‘bricks’ and their ‘clicks’ according to their situation. From that we asked the question, do organizations see an organizational transformation as necessary in order to incorporate IT-enabled interactivity, or is it merely a case of using ITenabled interactivity either to reinforce or to enhance the status quo?