Skip to main content

Introducing new learning courses and educational videos from Apress. Start watching

The E-commerce Flywheel

  • 1788 Accesses


The year was 2009, and Raj Rao and Loran Gutt, two of the leaders tasked with running 3M’s eTransformation team, faced a serious problem. The 110-year-old company, historically the category captain in old-school brick-and-mortar departments such as office supplies, home improvement, and kitchen cleaning, had done little to digitize its products and get them ready for e-commerce. Now they faced a daunting task: how, with a small team, to prioritize and maximize their returns on e-commerce.


  • Online Retailer
  • Demand Generation
  • Trade Promotion
  • Content Health
  • Search Engine Optimization

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, access via your institution.

Buying options

USD   19.99
Price excludes VAT (USA)
  • ISBN: 978-1-4842-2805-0
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   29.99
Price excludes VAT (USA)
Figure 8-1.
Figure 8-2.
Figure 8-3.
Figure 8-4.


  1. 1.

  2. 2.

  3. 3.

  4. 4.

  5. 5.

  6. 6.

  7. 7.

  8. 8.

  9. 9.

  10. 10.

  11. 11.

Author information

Authors and Affiliations


Rights and permissions

Reprints and Permissions

Copyright information

© 2017 David Feinleib

About this chapter

Cite this chapter

Feinleib, D. (2017). The E-commerce Flywheel. In: Bricks to Clicks. Apress, Berkeley, CA.

Download citation