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Reference no. 9-801-306
Subject category: Entrepreneurship
Published by: Harvard Business Publishing
Originally published in: 2000
Version: 11 December 2000

Abstract

Describes on-line retailers, companies that use the Internet to sell physical goods. Defines on-line retailers and describes different ways to categorize them. Explores their economic model and value proposition for consumers in comparison with offline retailers. Next, explores the payoff to on-line retailers from pursuing a ''Get Big Fast'' strategy - ie, investing aggressively in customer acquisition and brand building - and identifies best practices that on-line retailers might employ to maximize their chances of success. Lastly, discusses implications of shopping ''bots,'' and the prospects for disintermediation by retailers by manufacturers.

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Abstract

Describes on-line retailers, companies that use the Internet to sell physical goods. Defines on-line retailers and describes different ways to categorize them. Explores their economic model and value proposition for consumers in comparison with offline retailers. Next, explores the payoff to on-line retailers from pursuing a ''Get Big Fast'' strategy - ie, investing aggressively in customer acquisition and brand building - and identifies best practices that on-line retailers might employ to maximize their chances of success. Lastly, discusses implications of shopping ''bots,'' and the prospects for disintermediation by retailers by manufacturers.

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