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Abstract

E-commerce hype and concerns about web site aesthetics often seem to overshadow the reality that distributors engaging in e-commerce need to fulfill customer orders through competent purchasing, warehousing, and logistics operations. This case presents a detailed, factually accurate chronology of one customer's attempt to purchase two products through the Internet. It focuses on the customer's decision about which merchant to buy from and his subsequent actions when the merchant does not deliver as promised. Overall, it illustrates some of the problems that occur when order fulfillment processes break down.

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