1. Describe the non-technological initiatives that traditional brick-and-mortar companies are employing to compete against Amazon and other electronic retailers.

2. Describe the technological initiatives that traditional brick-and-mortar companies are employing to compete against Amazon and other electronic retailers.

3. Given your answers to the first two questions, which initiative(s) is/are more effective: non-technological or technological? Provide specific examples from this case to support your answer.