Brand Champions of Tomorrow: Branding and Online Consumer Retailing

Eileen Rosenfeld and Andrea Wetzler

The authors look at Internet retailing in the light of economic theory and conclude that the New Economy has not radically transformed shopping behaviour.

Brand Champions of Tomorrow

Branding and Online Consumer Retailing

Andrea WetzlerandEileen Rosenfeld

At the height of the Internet bubble, well before there was an inkling of a burst, industry gurus touted the consumer behavior revolution brought on by the New Economy in countless articles and books. According to the authors whose books appeared on business best seller lists, many of the theories associated with old economy shopping behavior could be thrown out the door. However, academics warned that shopping behavior was not undergoing a revolution at all. As observed in online shopping behavior over time, studies showed that...

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