những người có thể kêu gọi sự cần thiết phải phát sinh, và tranh thủ sự hỗ trợ của họ. Nếu thực hiện có nghĩa là một thay đổi đáng kể tổ chức, sau đó cũng như những người lãnh đạo quá trình cần phải được các ảnh hưởng có thể giúp để giành được sự ủng hộ và cam kết. | CUSTOMER FOCUS would be prepared to buy it at the higher price. Analysis may show that the people that would value the product are the ones hearing about it. B Maximising sales opportunities leading to repeat business and increased revenue at marginal cost. Linked with the previous benefit is the ability to increase customer response rates through improved targeting. This occurs when a current or potential buyer of one product is targeted with another complementary one. So for example if a customer is viewing cars online an advertisement for a financing package may appear. B Developing new sources of revenue. Detailed customer data may highlight new unknown or previously difficult to exploit business opportunities. For example an online travel agency may have previously avoided selling ancillary products from insurance to sun-cream but given the potential new scale of their business and the ability to sell ever more effectively to a wider range of people new product offerings may prove worthwhile. Using the internet for decision-making There are many ways to develop new products or boost the profitability of existing ones using the internet. The principles for online innovation are with several additions similar to those for offline product development see Table . The internet and customer-focused decisions One of the most significant business benefits of the internet is the ability to create new relationships with customers. This includes the ability to capture store and disseminate detailed information about customers and their preferences thus allowing swift and practical decisions on everything from new product development and pricing to stock levels and future marketing plans. It enables faster more reliable transactions improving efficiency and reducing costs. The internet also enables different scenarios to be tested thus enhancing the accuracy of decisions. Another advantage is the ability to provide special-offer promotions offering significant value.
