as the consumer’s needs, interests, and skills, as well as the
capabilities and reliability of suppliers, change. Having
the capacity to act on consumer insights and reconfigure
resources dynamically means that the entire network—
consumers, the firm, and its collaborating suppliers—must
be seen not as a static system but as a system in continuous flux.
For example, Amazon.com, Apple, and eBay make several
changes to their consumer interface pages in a quarter ...