It was assumed that by now, the printed book industry would be obsolete. People would buy “electronic books” on the Internet that they would download and read on their computer screens. Instead, companies like Amazon.com sell millions of books on the Internet, but deliver them in printed form.

Despite the fact that it is no longer red-hot, e-commerce still holds significant potential to bring about change. Like books, most changes are unlikely to take place in the way originally envisioned. Is your organization taking advantage of all the new opportunities available on the Web?