about local businesses and their offerings, create global businesses and develop new products and services.
Nearly all companies which have a significant presence on the Internet do so because it is an efficient and effective way to serve their customers. The threat can be even greater to traditional businesses who must undertake an often significant investment in new resources in order to become competitive on the Internet. New companies can avoid this situation because they are able to start their businesses with an Internet focus. The Internet allows people to collaborate in ways never before possible. In this way, companies can seize market opportunities before traditional marketers even realize their markets were at risk (De Rozario, 1999, p. 22).
Long-term, the Internet is changing the fundamental ways in which companies do business, and company structures are changing as a result. Companies are doing far more than just buying and selling: they are using the Internet to create w
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