Digital Economy: From brand image to personal trust

[Versión en castellano]

In a session at ESADE, I heard  Marc Cortés   saying that in the digital economy customers become members. He meant that the relationship between supplier and customer become bidirectional, instead of being one way, as it is in the industrial economy. Before the Internet, the vendor offered the customer his product (one way model: from supplier to customer), and all the client could then do was to decide whether to buy or not. After the Internet, the client expands its action scope considerably and now he can tell the producer how the products he likes must be and what conditions and characteristics they must meet if the vendor wants him to buy them (bidirectional model). Read more of this post