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But Amazon has also gained a bit of ground here as it's got a deal that clearly incentivises publishers to price ebooks lower and gain an online advantage".
The campaign took more than $6 million out of its advertising budget, leaving Romney without the same airwave and online advantage that he had enjoyed in earlier contests.
Dwarfed by Sony, which claims 60% of the North American market, Microsoft has bet far bigger and bolder to grab the online advantage as both feverishly race to get their next-generation consoles into stores by 2006.
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Cross-media activities, exploiting content assets across as many platforms as possible, but especially offline and online, provided advantages.
Given the economic advantages of online businesses - advantages that will grow as utility computing drives the costs of data processing and communication even lower - traditional companies may have no choice but to refashion their own businesses along similar lines, firing workers in the process.
Opodo looks far more modern and uncluttered than most of its competitors, and that's an enormous advantage online.
And the group still needs to build its presence online to take advantage of the boom in internet shopping.
In an effort to gain an advantage, online retailers are increasingly offering rapid shipping from nearby distribution centers, Mr. Circ said.
Another advantage online record retailers have is marketing.
Under pressure to come up with new trading arrangements, Zavvi could no longer offer goods online, giving the advantage to HMV in the run-up to Christmas.
Moreover, special algorithms for anisotropy and pitch angle distribution of solar cosmic rays, which have been developed over the years, will also be set online offering the advantage to give information about the conditions of the interplanetary space.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com