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Kretschmer, Tobias ORCID logoORCID: https://orcid.org/0000-0002-7830-7825 und Eisingerich, Andreas (März 2008): In E-Commerce, More is More. In: Harvard Business Review, Bd. 86, Nr. 3: S. 20-21

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Abstract

Many business leaders, disappointed by online sales growth, see Web consumers as disloyal and unwilling to spend. But that’s because the managers are not exploiting what customers value most: engagement.

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