The Emergence of The Relationship Economy (eBook pdf)

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The New Order of Things to Come
by Scott Allen, Jay T. Deragon, Margaret G. Orem and Carter F. Smith

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The Web is steadily becoming a utility of the masses. We have become familiar with using the Web for communicating, surfing, shopping, receiving information in different forms, and a host of other usage attributes–both personal and professional.

The Web economy has largely been fed by advertisers vying for eyeballs and attention. Advertisers have been a fundamental resource of the Web economy. When a change occurs that alters the old models and creates improved models with a promise of higher returns, then changes are likely to create systemic shifts across the entire Web that influence the system from end to end.

Innovation inevitably spawns further innovation throughout the supply chain of interconnected elements that fuel Web usage patterns, and the social Web facilitates systemic changes which are fueled through such innovation. The social Web brings more influential human elements with global reach than any previous technological development in the history of the Web. Combine the influence of the human elements with the economic power of relationship driven commerce and you have a scenario that will create further changes unforeseen, unpredictable, and unimaginable.