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For an expanded description of architecture you might want to check out my earlier post #2982 at

In my mind, Gorillas have both a technical and a business architecture. The technical architecture is explained in the post referenced above. Some of the earlier responses to your question are also referring to the business architecture whereby they create "hooks" in the software to allow business partners to extend and enhance the application with their own products and services. This is the concept which Moore refers to as the whole product solution and is also closely linked to the concept of a value chain.
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