Resumen de Más allá de la confusión: una nueva visión de los compradores en la red
In the absence of solid evidence about what drives value for online Internet brands, managers have relied on their gut instinct and prevailing wisdom to guide multimillion dollar eBranding programs. Clearly, companies facing the challenge of building profitable online businesses need better information about online consumer/buyer needs and what constitutes value in the Internet. Accenture recently examined the online buying habits of more than 2,000 US consumers across 17 industries, to find out the facts behind online brand value. In light of these new data, the management rules that guided companies in the initial steps of the electronic commerce reveal themselves as mythical assumptions exactly in the opposite direction of reality. Internet is a new and unknown environment which changes many things and offers terrific opportunities, but Internet does not change everything and much of what was true in the "bricks and mortar" world also holds true in the "virtual" world.
