Earlier quoted context omitted.
That's really not the author's point. I think this quote illustrates his point better: "Online shopping came along in the 1990s but retailers struggled to adapt business processes to the internet. They needed to build complementary infrastructure such as fulfillment centers, and, the authors note, customers had to adapt their habits, as well." The lag between commercialization and widespread adoption is wider than we…
If Sears and Service Merchandise had simply held out for a couple of years and put up a web store front - the Dow would look a little different today. Customers had adapted in the late 80's to something like Amazon (only problem was waiting for a few minutes after checkout) - but then they adapted to big box stores (made possible by big banks and supply chain software) - which ended up being a huge diversion of resou…
Internal culture at Google / Amazon, especially during the growth phase, was likely very different than your typical Fortune 500.