Strong branding wins over online customers

recognition provides the major advantage for traditional organisations
operating in the field of e-commerce, a survey reveals.

Management Agenda 2002 survey of 300 former Roffey Park management school
participants finds that along with strong brand recognition from customers,
traditional firms have the advantage of stronger relationships with suppliers
in the field of e-commerce.

than half the respondents also report that traditional firms have a major
advantage in having established business skills to call upon.

this, more than three-quarters of respondents state that traditional firms are
hampered by being slow to change in the fast-paced world of e-commerce.

than half also highlight the relative lack of technically skilled staff within
traditional firms and 44 per cent point to a comparative lack of adaptability
to the needs of the new economy.

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