Information supply-chains and Webcasting: a design framework

Introduces a design framework for analyzing different intermediation structures in dynamic content creation and information distribution supply chains. The framework is developed around the concepts of content modularization and postponement. In the framework, modularization is related to inbound content as a combination of the different information components used in the assembly of the digital product. Postponement corresponds to the point in the channel where the product gets customized based on preferences or local knowledge. The presented framework is characterized by four structures defined according to the combined level of modularization and postponement: rigid/sequential, customized, modularized and flexible. A key finding of the framework is that the choice of intermediation structure is a function of content and organizational structure/decision rights. Also, another finding is that rigid or sequential structures are desirable for real-time products under quality-of-service and service-time constraints, while flexible supply chains are more desirable under competitive differentiation and customization constraints.