Stuart J Heggie Stuart. We find an increasing amount of e-commerce messages that we receive unwanted both personally and at conference lists we subscribe to. Also congradulations to the list organizers. Also, eventually, it would be great to understand the above questions for various industries and markets. Thank you for opening this discussion with such a relevant question.
Many senior managers see electronic commerce as just another marketing channel.
They see themselves in the same analogous boat as the breweries a decade ago when the lite beer craze started. As I understand it, most breweries did not increase market share. Instead they ended up serving the same market share with two products instead of one. What many executives tell me is they are waiting until they have to incur the costs of going to an ecommerce platform to defend their market share. My answer is that they are seeing electronic commerce too narrowly.