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Ubiquitous Consumption and the Marketing Mix

ABSTRACT Traditional marketing legacy systems containing established members, roles, norms, and rules tend to be closed vertical systems exhibiting characteristics of rule, norm, and boundary stability. Consumer behavior drives the development of marketing mixes. The fundamental power and promise of e-commerce is to transform consumer behavior. The more efficient adjustment of discrepancies between supply and demand offered by e-commerce enables ubiquitous market space (u-commerce). Ubiquitous consumption is the ability to access and consume goods and services anytime and anyplace. Ubiquity in consumption demands a more fluid marketing mix evidenced by a dynamic networked open system consisting of shifting alliances, loosely defined boundaries, and tightly integrated processes. The concept of u-commerce is examined and implications for marketing managers and academics are suggested.