equires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes oTo survive in a competitive global environment, an organization must provide targeted customers more value than its competitors, as customer value is the difference between all the benefits derived from a total product/service and all the costs of acquiring those benefits. For instance, owning a car can provide a number of benefits, including flexible transportation, image, status, pleasure, comfort, and even companionship. However, securing these benefits requires paying for the car, gasoline, insurance, maintenance, and parking fees, as well as risking injury from an accident, adding to environmental pollution, and dealing with traffic jams and other frustrations. It is the difference between the total benefits and the total costs that constitutes customer value. Thus, providing superior customer value requires the organization to do a better job of anticipating and reacting to customer needs than the competitor does.

However, providing superior value and anticipating today's evolving consumer needs requires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes of

g those benefits. For instance, owning a car can provide a number of benefits, including flexible transportation, image, status, pleasure, comfort, and even companionship. However, securing these benefits requires paying for the car, gasoline, insurance, maintenance, and parking fees, as well as risking injury from an accident, adding to environmental pollution, and dealing with traffic jams and other frustrations. It is the difference between the total benefits and the total costs that constitutes customer value. Thus, providing superior customer value requires the organization to do a better job of anticipating and reacting to customer needs than the competitor does.

However, providing superior value and anticipating today's evolving consumer needs requires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes o

aintenance, and parking fees, as well as risking injury from an accident, adding to environmental pollution, and dealing with traffic jams and other frustrations. It is the difference between the total benefits and the total costs that constitutes customer value. Thus, providing superior customer value requires the organization to do a better job of anticipating and reacting to customer needs than the competitor does.

However, providing superior value and anticipating today's evolving consumer needs requires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes o

value. Thus, providing superior customer value requires the organization to do a better job of anticipating and reacting to customer needs than the competitor does.

However, providing superior value and anticipating today's evolving consumer needs requires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes o

equires deep understanding of the emerging consumer networks, which in turn requires thorough understanding of the behavioral principles that guide the different acceptance levels of alternative distribution channels. Although the unquestionable outcomes of September 11th are still discussed around the globe, the shift of the public's focus from privacy issues to safety guidelines and the overwhelming acceptance of new technology uses, have considerably altered the scene of operations. Just as in the traditional product cycle, private information is now circulated as the new commodity that has to accompany the individual and reveal as much classified data as possible. Under these exchanged guidelines, people have to alter their attitudes towards government invasion and accept unanimously the American principle that 'if you have nothing to hide, then you have nothing to be afraid of'. Security is the exchanged value in this information marketplace, where the airplane passenger has to surrender his dignity at the security officer's table. But is the market/society able and willing to respond?

The outcomes of few research findings indicate that while anonymity is preferred, the fear principle still governs the ultimate decision and directs the person to reve