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In the mid-90's if Sears had simply put their full catalog on the internet, with some basic search functionality, and a cart, you could then call and do a phone order, they'd have been ahead of everyone at that time. At that time Sears owned the phone ordering space. In the end, a relatively few simple steps would have let them hold and build their position. After Prodigy effectively failed, they figured the internet was another fad and wouldn't take off.

In the end, they failed on their leading advantages, and failed to execute time and again. Then they brought in some of the most unscrupulous management I've ever even heard of in terms of larger corporations.

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