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Chapter 6 Information Shadows > 6.2 Information Shadows - Pg. 71

I N F O r m AT I O N S H A D O w S 71 in which stores. They soon outgrew their original Ann Arbor store and founded a software company, Book Inventory Systems, that sold their system to other bookstores. Today, they are a huge international chain. 3 Item-level identification gave Borders a competitive advantage because it linked the physical object, a book, to important information about it. Some of that important information was permanent, such as the name of the book and its author. Other important information was contextually generated when the book sold, such as the store location and date of purchase. Equally important is that Borders Books was able to integrate the information tracking smoothly into the shopping experience. most Borders customers may have never known how the punch card in every book, casually removed and put away by the cashier, was the lynchpin of their bookstore's success. 6.2 informAtion shAdows Then wendy saw the shadow on the floor, looking so draggled, and she was frightfully sorry for peter. "How awful!" she said, but she could not help smiling when she saw that he had been trying to stick it on with soap. How exactly like a boy! 3 Borders Books, it should be noted, is now struggling to compete with online book retailers whose advantages are created with many of the same technologies Borders itself pioneered.