In discussing the future of shopping, Burke (1997) urged managers to take an active role in defining and managing the future of the Internet. Technology plays an important role in the shopping process and the optimization of technology should be taken into consideration when defining a shopping experience (Burke 2002). Overall, the Internet has heightened the overall shopping experience for both firms and consumers. The Internet allows for anywhere, anytime shopping for consumers. Firms are able to increase their market, granularly define their market, and create deeper relationships with customers as well as supply chain partners.
The interactivity of the Internet is the most compelling argument for online, ...
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