Abstract
The year was 2009, and Raj Rao and Loran Gutt, two of the leaders tasked with running 3M’s eTransformation team, faced a serious problem. The 110-year-old company, historically the category captain in old-school brick-and-mortar departments such as office supplies, home improvement, and kitchen cleaning, had done little to digitize its products and get them ready for e-commerce. Now they faced a daunting task: how, with a small team, to prioritize and maximize their returns on e-commerce.
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© 2017 David Feinleib
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Feinleib, D. (2017). The E-commerce Flywheel. In: Bricks to Clicks. Apress, Berkeley, CA. https://doi.org/10.1007/978-1-4842-2805-0_8
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DOI: https://doi.org/10.1007/978-1-4842-2805-0_8
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Publisher Name: Apress, Berkeley, CA
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