Groupon -- from the words ”group” and ”coupon” -- negotiates deeply discounted deals with businesses and alerts its legion of e-mail subscribers to the offer. Since its founding in 2008 Groupon has amassed 25 million subscribers in 29 countries and a host of competing sites have crowded the market hoping to tap into the potential of ”social” commerce. But are group buying sites just a passing fancy? And what should they do to stand out from the pack and achieve long-term sustainability?
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