Discuss How to Manage Negative Rumors

Discuss two ways by which a ‘brick and mortar’ groceries retailer can fight back against the advance of online business. Justify your answer using transaction costs theory.1)How do we manage negative rumors? The following documentary is a good example of negative rumors. https://watchdocumentaries.com/super-size-me/

2)Could you please explain “Adopter Categories” with the help of Diffusion of Innovations theory?

Super Size Me

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