Summary of Location Is (Still) Everything

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Location Is (Still) Everything book summary


8 Overall

8 Applicability

9 Innovation

7 Style


Online start-ups sometimes view the Internet as a discrete realm of opportunity, free of any real-world impediments to commerce. Wharton Business School professor David R. Bell argues that even online retailers must study their clientele’s real-life circumstances to be able to market to them successfully online. With such data, you’ll know whether to target rural areas where consumers yearn for choices or to cultivate city dwellers who share their experiences with friends and neighbors. This entertaining and often funny book is full of compelling findings that range from the blindingly self-evident to the head-scratchingly counterintuitive. Although Bell isn’t always specific about how a retailer might act on these findings, getAbstract recommends his research-driven insights to business professors and students, web entrepreneurs, investors and managers of traditional businesses with e-commerce operations.

In this summary, you will learn

  • How people in different locations and circumstances use the Internet differently,
  • How to choose the best locations to target for your online business, and
  • How to reach customers who have varied reasons for shopping online.

About the Author

Wharton School of Business professor David R. Bell, PhD, researches retailing on the Internet and through other associated technologies. An angel investor in online ventures, he created Wharton’s first virtual-commerce course. A New Zealand native, he is a “fan of all things Kiwi.”



Two Worlds
For retailers, one of the coolest things about the Internet is its reputed ability to “make the world flat.” As a virtual retailer, you’re supposedly free of real-world “frictions” or impediments, such as distance to stores, restricted business hours and limited product selection...

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