Abstract:
Technology innovation drives the current elearning market but recent events suggest this model is failing economically.
Alternately a market driven by learners, rather than technology is more likely to be competitive and profitable. We examine
elearning within the context of a developing academic and skills educational market to pose the question: do existing
suppliers (old and new) meet the new market needs? Using Porter’s competitive environment model to analyse the current
market position of universities, publishers and other education providers within the Reeves-Ellington Producer/Consumer
Framework. The authors examine what an elearning customer research model might look like by using a customer -Reeves-
Ellington’s supplier within the Kaplan and Norton Balanced Scorecard approach and the Palmer Learning Design
Framework
