How has the internet changed the relationship between the firm and its customers?

Prior to the Internet, the only way retail customers could buy products from companies such as Nike, was to order them by catalog or buy them them in retail Nike outlets, or other stores such as Macy's that carried Nike products. With the Internet, customers can have instant access to Nike products by ordering them on line from Nike or stores that carry Nike products. This allows for faster commerce, and the ability of customers to quickly check different prices for the same product on line.The Internet also provided a means for totally new enterprises, to sell products exclusively on line. Companies such as Amazon are able to sell books and other products by advertising on the Internet, and don't have the need to have retail outlets.

The Internet has provided a faster way to shop and bring customers and sellers together quickly,