Stephanie On... Online business

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In a world of unceasing competition, you can't underestimate the importance of brands.

Keeping ahead

In business, the race is always to the swift - but how can companies maximise their competitive advantage?

BBC Economics Editor Stephanie Flanders explores the relationship between the internet and business.

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We always talk about the Web empowering companies to sell their products more effectively, and of course that’s true, but it strikes me it’s also a challenge, because when you have people going online just buying a product the danger is you’ve lost the personal connection. It’s just a one way street, the purchase of the good. There’s no room for that sort of traditional charismatic salesmanship.

So how do you create that emotional connection? Well, I think the challenge is using the information that the internet provides to make it a personal experience buying the product, as Amazon does, without freaking people out, seeming like a big brother.

Well, that’s my view, but join the debate on the Open University.

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