Beyond Online Search: The Road to Profitability
分析了互联网在消费者决策不同阶段带来的差异化收益，指出忽视在线评估困难是许多电商失败的原因，并提出了五种能更好利用互联网优势的电子商务模式。
The Internet brings three potential benefits to consumers: increased search efficiency, better product evaluation, and enhanced transaction convenience. However, actual benefits can vary a great deal across different product categories. In particular, difficulties in performing evaluation online have significantly reduced the volume of online transaction in a number of important product categories. Ignoring the differentiated impact of the Internet at different stages of the consumer decision-making process is a major reason for the failure of many previous online initiatives. The article identifies five e-business models that best utilize the inherent advantages of the Internet at different stages and matches what the Internet can offer with what customers truly value.