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Abstract

This case study describes the experience of a family relying on an online grocery shopping service offered by an eight-store grocery chain in Houston, Texas. The grocer, Rice Epicurean, is able to field a sophisticated web shopping experience inexpensively and quickly by relying on an Application Service Provider, MyWebGrocer, for the underlying information technology. Using a business familiar to almost all students, the case provides an opportunity to explore application service provision, customer relationship management, evolving online business models in the grocery industry, and the emerging trend towards "bricks and clicks" internet business models.

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