1. Describe how Peapod uses data mining to process information. It’s hard to imagine a time before e-commerce. The dot-com boom and bust seems to be ancient history, particularly because so many start-up fi rms didn’t survive. But a few of them did, and one that not only survived but thrived is a company with the unlikely name of Peapod. Peapod was founded by brothers Andrew and Thomas Parkinson in 1989, several years before the dot-com boom began. Both brothers stayed with the fi rm after its sale to Royal Ahold.

Thomas Parkinson remains with the company today as its chief technology offi cer (CTO) and vice president.

Peapod off ers consumers a relatively simple service—online grocery shopping with delivery—but its success depends on a great deal more. Peapod wouldn’t exist without Internet technology, the vehicle for e-commerce. Let’s see how technology makes Peapod’s management workplace so successful.