8.1. Case Study

Golf Equipment Store (GES) is a golf equipment mail-order company. GES carries the largest selection of golf equipment from every manufacturer.

Within the last year, GES has seen an increase in competition and GES expects that increase to continue. Most of the competition comes from the low-cost retail stores that provide additional services and products. However, GES has a loyal customer base. At this time, they are expanding from a strictly mail-order-based company to one with an electronic business (e-business) presence. GES is trying to transition most of their business to a Web commerce site.

GES has back-office systems in place to support the current operating environment that supports its Web commerce site. The back-office ...

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