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Future Steps: Epilogue

The interviews with executives as presented in this section indicate that the future of e-commerce is going to be more taxing than the past and that it is more important than ever to be creative and innovative.

Office Depot

http://www.officedepot.com

Executive Director, Marketing & Merchandising: Keith Butler

Summarizes that the four most important issues facing e-commerce strategists going forward are

  • Adjusting to the new playing field (read: AOL–Time Warner)

  • Making e-commerce as seamless as offline commerce, so that it includes customer service, inventory management, fulfillment, delivery management

  • Adjusting to the new playing field created by the merger of AOL and Time Warner, since they can and will control substantial access to large quantities of consumers, keeping technology in the background to make e-commerce intuitive and easy to use.



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