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Pure-play Internet companies may already have established themselves in the industry or may be in the process of moving into the industry.
Disruptions in the marketplace can cause additional challenges. Thus, to assess the proper role for e-commerce; leaders must evaluate the nature of the company's offerings, traditional strategy and business models, and the geographic scope of the company.
Though current capabilities may be limited, opportunities for growth in revenue and reductions in cost must be assessed.
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