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The Sea Is Changing

The Internet represents a new way of doing business. One-to-one relationships, narrow interest aggregation, the low-barrier to entry, and technology's leverage are the major reasons behind the growth of online stores and shopping. At every opportunity, store-owners should:

  • Build systems that create one-to-one relationships with customers.

  • Look for narrow-interest communities that can be aggregated and to which their stores can appeal.

  • Use the cost advantage of the Web to compete against real-world counterparts.

  • Utilize computer technology to become more productive while keeping things simple for users.


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