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Bobbrannigan
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That's no longer the case as startup companies have begun offering the same books online for pennies on the dollar. These retailers even give students the opportunity to rent their textbooks. The result is that prices are falling dramatically, upsetting the entire industry.
Another example can be found in how traditional department stores are reaching consumers. With large shopping malls giving up even more ground to e-commerce sites, long-established brick-and-mortar outlet J.C. Penney created a Facebook store, where consumers can shop in a manner better suited to their lifestyle, competing directly on price and availability with the Amazon's of the world. J.C. Penney won't be the only one for sure.
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