Chapter 11
It's the little details that are vital. Little things make
big things happen. ~John Wooden
 Beware of the person who can't be bothered by
details. ~William Feather
 Excellence is in the details. Give attention to the
details and excellence will come. ~Perry Paxton
 Never neglect details. When everyone's mind is
dulled or distracted the leader must be doubly
vigilant. ~Colin Powell



Research minor and major league team websites of your
choosing.
Identify WebPages that illustrate either positive or negative
examples for one of the checkpoints for each of the stages in
the decision-making process for online shoppers (Table 11.1).
 Take screenshots of pages (hit <alt> and <print screen> and then copy/paste
to document) to demonstrate digitally (ppt’s)


For each checkpoint illustrated, note what is good or bad
about the way the team has designed the website.
The following slides offer examples of what you might find.
Stage 1: Need Recognition: Provide product-related appetizers such as sales items,
hot products, or product recommendation.
www.MLB.com prominently features product specials on the league homepage.
Stage 2:
Information
Search: provide its
own product
search function.
--The product
search function is
easy to find at top
of the
www.nflshop.com
page.
Stage 3: Information
Evaluation:
--Provide help or info
to assist customers
in evaluating
alternatives.
--Provide links to
locations that have
endorsements from
other customers.
Limited product info &
no endorsements on
the ECHL website.
--Have pictures that
demonstrate true
colors of the
merchandise.
The pictures online do
not look like actual
pictures of the product.
Enlarged pictures do
not provide enough
detail.
Stage 4: Purchase
Decision
--Have a mechanism
for customers to
track their orders.
The
www.shopnhl.com
website for each
team provides clear
directions on how to
track customer
orders.
Stage 5: Post-purchase
Behavior
--Provide online support or
other means of communication
The www.fwcatsstore.com shop
only provides an email
submission (with no direct email &
no phone number). No
information is provided about
other retail outlets. If they don’t
exist, then online store should
promote “only available online.”
--Provide money back
guarantee (stage 4, but also
influences stage 5)
The return policy is restricted,
placing a significant burden on the
customer (tags attached, correct
packaging, customer pays
shipping; receipt copy). Confirmed
customer purchase info should be
part of database info.
Using Table 11.1 as a guide, find
sports-related online stores that
do a good job and bad at this
stage. Report back in 10- 15
minutes.
Need Recognition: Team 1
Information Search: Team 2
Alternative Evaluation: Team 3
Purchase Decision: Team 4
Post-Purchase: Team 5
In terms of technology
adoption, what
difference does it
make where you are
personally?
 How does a manager’s
personal
innovativeness
influence the
organization’s
technology adoption?

 Innovator
 Early Adopter
 Early Majority
 Late Majority
 Laggard
How and why
do you think
fans will adapt
to the use of
RFID in the use
of tickets,
credentials,
and purchases?