As an e-business, Blue Nile doesnt need a prestigious address or fancy dcor to succeed. It does need a user-friendly Web site that educates buyers

As an e-business, Blue Nile doesn’t need a prestigious address or fancy décor to succeed. It does need a user-friendly Web site that educates buyers about the fine points of buying fine jewelry and reassures them about making such a big purchase with just a few clicks. That’s why every purchase is covered by a money-back guarantee and includes free shipping. Jewelry items that sell for more than $50,000—like the 12.5 carat diamond that sold not long ago—are delivered by armored truck.
Although diamond engagement rings make up more than two-thirds of Blue Nile’s business, the company has expanded into colored gemstones and pearls. It is also an increasingly global e-business, now serving customers in twenty-five countries. Can Blue Nile keep building on its e-business expertise to grow in the coming years?

1. Of the environmental forces affecting e-business, which seem to have had the most influence on Blue Nile’s successful growth, and why?
2. Do you agree with Mark Vadon’s decision to change the company’s name from Internet Diamonds to Blue Nile? Explain your answer.