A team of four MIT-Sloan MBA students revealed some of the reasons why companies were not buying the Trusted Advisor. The team interviewed e-merchants to understand their perceptions and the adoption behavior of the Trusted Advisor. The team identified the following points as contributing to the low adoption of the Advisor
on the market (see figure 6.3 for points and diagram). Our product seems to fall in the nice-to-have category, not the must-have," Nappi said, explaining the slow sales. Many companies are just in the process of putting up their sites and are concentrating on the basics. “Some companies put up recommendation engine that asks one or two questions, like ‘How much do you