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U-Commerce: Expanding the Universe of Marketing

Richard T. Watson

University of Georgia

Leyland F. Pitt

Curtin University of Technology, Perth, Australia

Pierre Berthon

Bentley College

George M. Zinkhan

University of Georgia

This article introduces several new concepts that lay the conceptual foundation for thinking about next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of networkubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for next-generation marketing in the u-space are explored, with a research agenda identified for scholars and managerial implications recognized for practitioners.

Journal of the Academy of Marketing Science, Vol. 30, No. 4, 333-347 (2002)
DOI: 10.1177/009207002236909
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