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by Peter White |
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Introduction | Europe | Opportunities 'E-commerce. Do it or die. Just wait and see,' says Peter White, Chairman of the Cambridge-based international marketing company YTKO. 'See your customers move to your competitors. See your competitive edge disappearing, and see your expensive branding destroyed. See your products shunned as too expensive, and your support as slow and unresponsive. And meanwhile, all those e-businesses will be laughing all the way to the online bank.' With new e-commerce businesses springing up daily, it seems that everyone is trying to cash in on the e-commerce goldrush. But in reality, investors are often cagey about taking the plunge into the 'big unknown'. Corporates too are often unwilling to break with the past and take on an e-commerce sales and marketing strategy. E-commerce transforms market-making everywhere. It's a scenario that scares many businesses. But business has always been competitive, aggressive and relentlessly benefit-led. It's just that the Internet does it all at the speed of light, internationally, and with few growth restrictions.
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