Summary of arguments for are as follows:
• The tools are the same – hardware, software and communications technology are not new – witness use of EDI .
• IS strategies have always looked at portfolio of applications across the business and links with third parties and how they can be utilised for competitive advantage
• Control of digital business usually resides with the IT department
• Only the largest companies tend to have specific responsibilities and departments for digital business – typically part of IS function.
Social networking platforms significantly increase our access to others’ opinions about products and services. Virtual consumption communities unite those who share a common bond—usually enthusiasm about or knowledge of a specific product or service. Emerging marketing strategies try to leverage the potential of the Web to spread information from consumer to consumer extremely quickly. Viral marketing techniques enlist individuals to tout products, services, Web sites, and so on, to others on behalf of companies. Blogging allows consumers to easily post their thoughts about products for others to see.
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