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If a threat is not recognized through strategic planning, it may be too late to react at a later time. William C. Cobb, President of eBay North Americas who is in charge of the strategic planning for eBay said in a 2005 memo to eBay subscribers that one of the most important pieces of planning is to do something that your customer wants. According to polls eBay has conducted, confidence in "safe trading" is one of the most important issues to eBay members. With this being said, a lack of trust in the system could become a substantial threat to eBay as a company. Because eBay is merely a marketplace for people to buy and sell goods, maintaining a perception of fair dealing and trust is vital to ongoing success...
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