The E-commerce Flywheel



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 
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Copyright information

© David Feinleib 2017

Authors and Affiliations

  1. 1.San FranciscoUSA

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