Customer-oriented products and services – Classification, discussion of traditional concepts and suggestion of an internet-based business model

The growing focus on customer relationship forces enterprises to redesign their processes more customer oriented. This article suggests a classification of customer orientation from the customer’s perspective. Within this classification we discuss processes to obtain customer-oriented products and services in enterprises. To create a comprehensive solution to a customer’s problem, i.e. a bundle of customized products and/or services, we present an internet business model. It uses the internet technology to realize value chain and supply chain activities between different actors and an intermediary who coordinates the network.