EBay is an Internet public auction company founded in 1995. It provides a safe home where consumers from around the world can meet to engage in business. There are two main problems faced by eBay that it is trying to address. The first and most obvious of which are the competitors. Just like virtually every industry, there are other players who want a piece of that industry. The second issue has to do with the perception of risk in buying from sales. Since in most cases all suppliers are unknown to customers, they cannot be completely sure that the supplier is authentic. While it is easy for adversaries to enter the industry, due to eBay's excellent item identification, this makes it difficult for these newcomers to be effective. Since there are not many restrictions on access, the risk of competition is great. There are few adversaries that have grown large enough to compete with eBay, but they pose a risk. The risk on the part of suppliers and customers is minimal due to the business structure used by eBay. The risk of alternation...