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Chapter 5. Web Store Business Models > Leveraging Technology

Leveraging Technology

Technology can create immense changes in the way any entity operates. The Web makes it easy to utilize and present new technology to customers in a way that is easy to use. A Web page may look very simple on the surface—click here, answer this question, fill out that form. But behind that interface could be software that automatically routes orders to manufac turing plants around the world, remembers a customer's previous presence, or checks the authenticity of a customer's credit card. This automation makes Web selling very productive. Examine the leverage that even a small store can gain by moving onto the Web—a constant, worldwide presence. Before the Web, such presence was almost impossible to achieve without a huge staff, a call center, and extensive infrastructure. Today it's an afterthought.


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