The arrival of the Internet has fundamentally changed the way people communicate. The world has shrunk. A vast computerized network has replaced distance between different continents, countries, and cities. Under this revolution, information can be exchanged instantly with the ease of a few keystrokes.
             Companies rushed to develop their e-commerce strategies. Many have failed. Nike, as the world¡s largest brand-name sports apparel company, is one of the few survivors. Unlike other companies, Nike has a clear goal right from the start. ¡§We know consumers want more information about Nike products, how they work, and where to get them. I like to think of today as the continuation of Nike's e-commerce experiment . . . a chance for consumers to contribute to our learning how to better serve their needs,¡ says Mary Kate Buckley, Director of New Business Ventures. ( Nike, 4)
             Nike officially stepped into e-commerce on February 11, 1999, when consumers can buy products on Nike.com. (Nike, 4) The purpose of the move is to correspond Nike with the original purpose of Internet, exchange information. Therefore, Nike.com is not only a product-selling site, but also a communication and marketing effort. This concept distinguishes Nike.com from other e-commerce site.
             To communicate effectively with customers, customer service technology is critical. Nike has turned to Ask Jeeves (www.ask.com) for consultation. Instead of typing a keyword into the search column, people can type in a full question like ¡§Where can I find Air Max 96¡ and the links with the answer to the question will pop up.
             Another example of communication on Nike.com is a specialized feature called ¡§Product Finder¡. It allows consumers to find apparel, footwear and other products within a price range they defined. This has helped Nike to improve its pricing and product design.
             Moreover, with the launch of Nike iD, Nike has taken e-commerce to...