E-Novation Deployment: Creating New "Spaces" And Distribution Using E-Novation

Space is the final frontier for e-marketing. Advances in storage space, digital data transmission, and infrastructure development have created a near limitless marketspace that exists over the contemporary physical marketplaces, and as an independent market of ideas, data, experience, and content. This chapter overviews a series of key issues in the use of the new "space" for e-novation with attention given to the rise of user generated content through prosumer activity. This chapter is based on exploring how companies and individuals are currently co-creating value in the dynamic marketplace of the new collaborative platforms, and how these new concepts such as the "home shopping channel", digital rights management, and user generated distribution channels can factor in the future success on and offline for marketing.