Evaluating technology’s influence on business

Area	Positive impacts	Potential challenges
Sales	Reach wider audiences, 24/7	Greater global competition
Costs	Low labour costs, higher efficiency	High upfront investment, training needed
Product	Easier customisation, e.g. software updates	Customer expectations for innovation rise
Price	Data-led pricing; dynamic pricing	Transparent pricing forces competitiveness
Promotion	Targeted ads, lower costs, viral campaigns	Can be ignored or blocked by users
Place	Reduced overheads, global access	Logistics complexity; cybersecurity risks

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