Building systems around reverse value chain: a new system development approach

The strive to build customer-centric organisations and the transition from passive to active customer is causing companies to build their information systems around reverse value chain. These systems usually termed as "web-based information systems" are changing market dynamics and the manner in which firms conduct business. Customer-centric web-based information systems demand new approach to systems development. Advances in technology are making reverse value chain logic – focusing on the customer and the dynamics of a changing market – a business imperative, and companies that have reversed the value chain are realising significant strategic advantages over their competitors. This paper describes about new approach of building systems around reverse value chain and the design characteristics of web-based information systems.