Internet brings three potential benefits to the consumer: improving search efficiency, the best estimates of the product, and more convenient transaction. However, the actual benefits may change many different product categories. In particular, the difficulty in assessing the online considerably reduced the amount of online transactions in a number of major product categories. Not paying attention to the differential impact of the Internet on the various stages of the consumer decision-making process is one of the main reasons for the failure of many previous online initiatives. The paper identifies five models of e-commerce, it is best to use the inherent advantages of the Internet at various stages and in conformity with what the Internet has to offer so that customers really value. "Hide
by Ming Zeng, Werner Reinartz Source: California Management Review 26 pages. Publication Date: January 1, 2003. Prod. #: CMR251-PDF-ENG
Related Case Solutions & Analyses:
Dreyers Grand Ice Cream (Abridged)
GOME Home Appliance Co. Ltd.
Management Caveats for Measuring and Assessing Public Responsibility Performance
Internal Governance and Control at Goldman Sachs: Block Trading
Benetton Group
Centex Telemanagement Inc. (A)
Russell Reynolds Associates, 1999
ESMT European School of Management and Technology
Singapore Management University (SMU)
ASSET RECONSTRUCTION COMPANIES IN INDIA – CHALLENGES AND OPPORTUNITIES
