eBusiness Changes Global And Strategic Marketing
Opportunity or hype?
Meinhard F. SchmidtRoche Diagnostics
INTRODUCTION
The Internet is transforming the world's economy. It is radically changing how people live, learn, work, play, and consume. At the centre of this revolution is technology. Technology has moved from the back-office to the front line. Namely, the interface between the customer and the firm has changed dramatically. Increasingly, technology is shifting the firm's relationship with its customers from a face-to-face to a screen-to-face interaction.
The impact of the Internet on business is akin to previous innovations. Just as railroads, electric power, and the...