“A powerful rejoinder to anyone who predicted the irrelevancy of the three most important factors in retail: location, location and location. It’s a must read for anyone who runs an Internet business.”
—BRAD STONE, author of The Everything Store: Jeff Bezos and the Age of Amazon
Location Is (Still) Everything
The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One
Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.
But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world that we inhabit. Anyone can go online and buy a pair of jeans—but the likelihood that we would do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision-making process when it comes to buying online. So too, our willingness to search for and consume information depends on where we live and who we live next to.
Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research and investing and advising experience. His unique GRAVITY framework is a powerful and practical tool that explains how the real and virtual worlds connect and what Internet sellers must consider in order to succeed. At its core, Location Is (Still) Everything is a book about fundamental human behaviors and location-based conditions, and the role that they play in determining how the Internet is used in our daily lives. It will give entrepreneurs, managers, students, and investors the key to understanding how and why we use the Internet to search, shop and sell.
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