Conceptualizing B2C businesses as an innovative class of technology-infused services yields insights into the factors that may lead to success or failure of such businesses. Drawing from services’ marketing literature and recent thinking on Internet service metrics, this paper presents a...

This article uses concepts derived from the investigation of product and services innovation failures to develop a strategic market framework to help understand why so many Internet-based business-to-consumer (B2C) companies failed to fulfill their initial promise. B2C crashes, viewed...