Objectives of knowledge management

clicks-only
’ as opposed to a ‘
 bricks-and-mortar’ 
or
 multichannel business
’. A pureplay 
typically has no retail distribution network. It may have phone‑ based customer service, as is 
the case with office supplier Euroffice (
www.euroffice.co.uk
), or not, as is the case with finan‑
cial services provider Zopa (
www.zopa.com
), or it may offer phone service for more valuable 
customers, as is the case with hardware provider dabs.com (
www.dabs.com
).
 Dot- coms
Businesses whose main 
trading presence is on the 
Internet.
Bricks and mortar 
or multichannel 
business
A traditional organisation 
with limited online 
presence.
 Clicks- only or 
Internet pureplay
An organisation with 
principally an online 
presence.
Online start‑up companies
Focus on
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Chapter 2
Marketplace analysis for e‑commerce