The three models presented below describe different aspects of the new business and knowledge landscapes. None of them is complete in itself but together they provide some stepping stones towards an integrated framework which will let organizations design more robust and adaptive strategies. Reach is about access and connection. It means simply how many customers a business can access or how many products it can offer. The largest physical Barnes and Noble bookstore in the United States still carries only 200,000 titles.
Affiliation is about whose interests the business represents.
This change in affiliation is partially a manifestation of Internet culture and the greater transparency under which everyone operates. Equip the consumer with all the information she needs to compare sales agents, and the odds are that the salesperson will try harder to please the consumer than he will to please any single product supplier. Richness is the depth and detail of the information that the business gives the customer or collects about the customer. CDNow, for example, solicits information about which recording artists its customers like most. The company relates that information to the individual's actual music purchases and then applies a statistical matching technology, created by Net Perceptions, to identify a universe of people with similar tastes.