1. Contrast the marketing strategy of Boo.com with successful online travel and leisure retailer booking.com. Suggest what made the difference between success and failure.
2. Discuss which market assumptions and decisions led to Boo.com’s inevitable failure?
3. Explain why the vision of Boo’s founders was ‘ideas before their time’.
4. Provide 2 examples of e-retail techniques adopted by boo.com that are now commonplace.
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