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Understanding the Choiceboard Phenomenon: A Conceptual Model

Understanding the Choiceboard Phenomenon: A Conceptual Model
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Author(s): Pratyush Bharati (University of Massachusetts, USA), Abhijit Chaudhury (Bryant College, USA) and Abhijit Sanyal (Mercer Consulting, USA)
Copyright: 2001
Pages: 3
Source title: Managing Information Technology in a Global Economy
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-930708-07-5.ch101
ISBN13: 9781930708075
EISBN13: 9781466665323


The Internet is transforming the supplier-customer interaction drastically. The increasing popularity of e-businesses has resulted in the proliferation of internet-based self-services. Not only have e-businesses become a big enabler of self-service but customers have also embraced self-service (Kalakota and Robinson, 1999). Especially, we have witnessed the success of e-businesses like Dell online, where customers can design their own computers with Dell’s on-line configurator. This phenomenon is not limited to the computer industry and is becoming more and more prevalent in other industries. The innovation that is catalyzing this shift is what is called the Choiceboard. Choiceboards are interactive, on-line systems that allow individual customers to design their own products by choosing from a menu of attributes, components, prices, and delivery options. In different types of markets, customers will soon be able to describe exactly what they want, and suppliers will be able to deliver the desired product or service (Slywotzky, 2000). This research endeavors to better understand the Choiceboard phenomenon. The focus of the research will be to understand how the buying intentions of Choiceboard users are impacted by Choiceboard systems. This system has the potential of being a disruptive technology as it drastically changes the relationship between the supplier and customer.

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