The strategic implications of the Internet are far-reaching—for global commerce, for global marketing and for global market research. But because of the competitive struggle the Internet has launched, no one is clever enough to accurately predict where it will all lead. The second- and third-order effects and consequent reactions make prediction almost impossible.
The Internet is already firmly established as a new worldwide communication medium. Messages can be sent and received around the clock, and no one need answer a phone or be in the office for the message to get through. No telephone tag. No waiting up for that midnight call from Japan. Messages are in writing, so they are easy to print or save. Response is quick and efficient.