The rise of Internet turned out to be the biggest challenge and affected the profits of certain companies on a big scale.The bookstore Barnes and Nobles, the office supply chains staple and other companies followed Christensen's advice in addressing the challenge from the Internet, the greatness disruptive technology of the past decade. The set up of a separate dot Com businesses designed to disrupt the established organizations from the outside. The bursting of the dot Com bubble, however, eventually poked holes in the strategy. As the stock prices collapsed, it reminded managers of why they cared about the profit margins in the first place, to guarantee that they had enough cash to be in business tomorrow. Staples former CEO Tom Steamer remarked that setting up Staples dot Com sector was his biggest mistake in the Internet retailing that had ever happened.

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