VRM stands for Vendor Relationship Management. Essentially the idea introduces a whole new business model by flipping the traditional B2C (Business to Consumer) way of operating to C2B (Consumer to Business).
New technology isn't innovation. It simply creates the potential for innovation. This is a critical distinction. What are the factors that make the potential created by new technology realized?
Real innovation is distinguished by the depth and breadth of the ripple effect beyond the original purpose. That's what a "culture of we" feels like.