Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies

Stephen P. Bradley; Eric K. Clemons

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Chapter | Digital Marketing: Global Strategies from the World's Leading Experts | 2002

Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies

by Stephen P. Bradley and Eric K. Clemons

Keywords: Online Technology; Risk and Uncertainty; Strategy;

Format: Print

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Bradley, Stephen P., and Eric K. Clemons. "Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies." Chap. 4 in Digital Marketing: Global Strategies from the World's Leading Experts, edited by Jerry Wind and Vijay Mahajan, 78–101. New York: John Wiley & Sons, 2002.

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Stephen P. Bradley

William Ziegler Professor of Business Administration, Emeritus

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Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies

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