Considering the volumes of marketing language surrounding the word “commerce” and its entire library of one-letter prefixes, such as D, E, I, M and U, perhaps the most desirable prefix to add with today’s Internet and business infrastructure is C. The c-commerce model allows the evolution from an integrated internal supply chain to an integrated external supply chain. It is the second generation of e-commerce and is typically used in business environments, such as manufacturing or publishing, where collaboration leads to faster market and product development. Recently, associations are embracing collaborative commerce as a means of extending their member services and generating nondues revenue.
Simply put, collaborative commerce removes barriers between organizations and allows for more effective partnerships, exponentially capitalizing on the contributions of each participant. It brings together competitive forces and creates an environment that fosters cooperation. This powerful market dynamic is known as “coopetition."
To learn more about collaborative commerce, please read Jeff Pasternack's Collaborative Commerce case study that was published in Executive Update.
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