Taking e‐commerce to a new level

Strategic Direction

ISSN: 0258-0543

Publication date: 1 December 2004


A recent advertisement on British television made great play of the fact that there is no substitute in the business world for face‐to‐face contact. Two firms were vying for a contract and the winner was the one whose boss crossed the Atlantic to deal in person with the commissioning business. The inference viewers were able to make was obvious. For all that, technology continues to revolutionize the way business is carried out and its potential is a long way from being fully tapped.



(2004), "Taking e‐commerce to a new level", Strategic Direction, Vol. 20 No. 11, pp. 20-22. https://doi.org/10.1108/02580540410567238

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Copyright © 2004, Emerald Group Publishing Limited

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