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42 Sharma and Gupta<br />
ers and make it harder for firms to maintain higher prices (Bakos, 1997). However,<br />
empirical evidence does not support this claim in all cases. Brynjolfsson and Smith<br />
(1999) found that average prices on certain items in a particular industry sold<br />
through the Inter<strong>net</strong> were lower than their equivalent purchased through traditional<br />
retailers. However, in certain cases prices of goods sold through the Inter<strong>net</strong> were<br />
higher than those charged by traditional retailers. Brynjolfsson and Smith (1999)<br />
justified this phenomenon by arguing that certain reductions in cost are offset by<br />
higher overhead costs elsewhere. They also indicate that increases or decreases in<br />
price depend on the size of the market.<br />
Cyber Slacking<br />
Businesses worldwide are clamoring to get their hands into the ‘e-world’ and<br />
all its benefits. Most companies today view the Inter<strong>net</strong> as an essential tool for their<br />
employees. The Inter<strong>net</strong> is not just regarded as a method of keeping up-to-date,<br />
but as a method of disseminating company wide information and flattening the<br />
corporate structure. Many companies are also turning to e-mail and <strong>net</strong>worked<br />
conferences as a method of keeping their global divisions coordinated and current.<br />
These technologies are implemented in the hope of seeing productivity rise and<br />
quality increase but companies have not seen corresponding productivity increases.<br />
Employees use the Inter<strong>net</strong> for entertainment and other personal uses. This activity<br />
has been coined as cyber slacking. In the new-wired world, cyber slacking is an<br />
important social and economic issue. Its effects are seen in debates about computer<br />
productivity, Inter<strong>net</strong> censorship, computer monitoring, legal considerations and<br />
managerial challenges.<br />
Companies equip their employees with access to the Inter<strong>net</strong> to increase<br />
productivity. Therefore, cyber slacking is especially troublesome to these companies<br />
as the tools that were bought to increase productivity can often be found to<br />
lessen it. Companies must often police Inter<strong>net</strong> use, which has resulted in some<br />
publicized firings of involved employees. This has increasing societal implications on<br />
companies. As companies crack down on inappropriate use of the Inter<strong>net</strong>, more<br />
people feel threatened at work. Thus, an environment of tension, paranoia and<br />
“shoulder-looking” easily arises. This affects the way employees feel at work and<br />
about going to work (Gupta & Sharma, 2002).<br />
Direct Mail Marketing<br />
Most people have experienced the menace of direct mail when they receive<br />
undesired mail from unknown persons or companies. When people make online<br />
purchases, companies may ask them to disclose personal information and preferences<br />
through surveys that are available online. Business web sites ask visitors to<br />
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