Global Electronic Commerce is a great leveler. It allows diverse companies to compete on the same playing field. And because information networks and technology conveniently make information available to consumers, the result is more competition, better quality products and services as well as reduced prices. For example, many companies have begun to post free information on the Web, encouraging consumers to learn more about their products and services. Others offer online customer service centers that field customer questions 24 hours a day. These changes not only signal a shift in the commercial market, but also a shift in the way consumers define market value.