The publishing industry, like many other industries, is exploring new markets, new services and new products in response to forces such as advances in information and communication technologies, business strategies such as mass customisation, globalisation and shorter production cycles. This paper focuses on the way in which electronic commerce (e-commerce) technologies are changing and could change the publishing processes, and develops a business value complementarity model of electronic publishing. This model gives a theoretical rationale for, and can be used as a methodology to explore, complementarities between different primary activities and supporting technologies when entering the e-commerce arena in order to maximise profitability and improve the competitive position.
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