, from local to global: how to reinvent a market

According to Jeff Bezos (Amazon founder) people are more willing to buy specific categories of goods on the internet, first of all books. And thus (according to the rumors) Amazon was born.

But for a couple of year now owners of Giglio shop, in Palermo, think that also high-quality tailoring products can have their market, despite it’s counterintuitive. It was Woe Alderson opinion that “average client” has no utilty, bringing Wendell Smith to the creation of the concept of market segmentation, in 1956.

Numbers are giving them reason. In the first year online selling was 10% of the sales. Now it increased by three times, demonstrating the power of internet in creating new business models using the core competences of an enterprise.

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