“…ERP software usage with techniques such as vendor managed inventory, just-in-time purchase, SCM software can considerably influence reducing the time and information delays which as a result mitigate the bullwhip effect (McCullen & Towill, 2002;Disney & Towill, 2003a;Disney & Towill, 2003b;Ravichandran, 2008). Furthermore, ERP helps in improving order management and cycle times (Kelle & Akbulut, 2005;Ravichandran 2008;Tarantilis, Kiranoudis, & Theodorakopoulos, 2008) and it can reduce procurement costs (Baudmann, Ahsen, & Diaz, 2004 Though digital actions can positively influence e-business value creation in terms of increasing sales, consumers will migrate to being more active participants and creators of content as social media increasingly becomes the backbone of digital experience.…”