Explain the marketing strategy formulation for market leader, challenger and follower
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The yellow layer is the business layer, the red green and grey layers are the information components data, application and infrastructure.
The business layer is where value is created, the information technology layer enables the business layer.
There are many business models where only the yellow layer is present (the value creation) and where there is no interaction with information systems.
Someone selling products on the market in a non-western country will not have any information system, but is creating value for it’s customers who return money in exchange of this value (the products).
This is the easiest way to distinguish between the business layer and the information technology layer: the business layer is concerned with value creation, the information technology layers with enabling or optimising the value creation.
The business layer is where value is created, the information technology layer enables the business layer.
There are many business models where only the yellow layer is present (the value creation) and where there is no interaction with information systems.
Someone selling products on the market in a non-western country will not have any information system, but is creating value for it’s customers who return money in exchange of this value (the products).
This is the easiest way to distinguish between the business layer and the information technology layer: the business layer is concerned with value creation, the information technology layers with enabling or optimising the value creation.
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