Scope

Gaining Competitive Advantage Through Customer Interaction:

While the MCP'01 Congress has recognized the complementary attributes of MCP and E-commerce, the MCP'03 Congress is going to put customer interaction at the center of analysis.

MCP calls for a focus not only on value from customers, extractable through discrete sales of goods and services, but also on continuing value for customers. This shared value perspective often implies a shift of power from providers to customers to deliver unique relational experiences and to create incentives that facilitate voluntary customer interaction.

Valuable personal information from customers or even product improvements and innovations by single users or user communities are potential sources of competetive advantage, which can be captured through customer interaction. In order to gain through customer interaction it is necessary to understand the underlying principles and dynamics of various interaction mechanisms.

Therefore, the MCP'03 Congress aims to focus on the success factors of gaining competitive advantage through customer interaction. The success factors will be derived from the multiple and interdisciplinary perspectives applied throughout the congress program and integrated to build a cohesive fundament for an MCP main stream business model.

Participate by submitting an extended abstract here.