1. What is a data warehouse and why is REI building one?
2. What are some of the disadvantages of consumer cooperatives compared to
‘traditional’ firms?
3. Describe some of the marketing strategies that REI’s data warehouse will allow it to use.
Would these have been possible before the data warehouse was built?
4. What are some of the risks or concerns surrounding the creation of a data warehouse?
5. Why do you think REI chose to work with IBM’s data warehouse technology?