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• The CEO of the brick-and-mortar company, on the
  other hand, was regarded only as a sponsor, with
  little involvement expected.
• We now know that the appropriate role for the CEO
  undertaking an e-commerce venture is a highly
  proactive one with a strong level of commitment
  and a vision of e-commerce within the company.
• Instead of delegating the responsibilities
  of e-commerce to an outside "expert," leaders
  must take the steps to transform the company into
  one that can utilize and profit from e-commerce.