As Wysockl and DeMichell stated, a virtual corporation is used to describe how firms will respond to the rapid changes in customer-created specifications for goods and services. This suggests that these companies have a customer-driven marketing strategy, which is part of the new marketing concept. The concept of being a virtual organization is encompassed by the new marketing concept. All the decision making in a market-driven company is fueled by customer information. The firms do these acts to get customer response, to please customers and potential customers, or to stay ahead or keep up with competition.
Several guidelines make up the new marketing concept.
First, creating customer focus by listening to customers is a key aspect to this concept. Defining and nurturing competencies is not only important for accomplishing a virtual corporation but also is important to the new marketing concept. Letting customers define quality, measuring customer expectations, and growing with partners and alliances are other important issues within this concept. Managers can use these ideas to become value-driven and guide their companies into the future. Some objectives of a virtual corporation are to be immediately responsive, to delivery quality, to be cost competitive, and to retain customers.