PASADENA, Calif. -- Retailers and wholesalers are taking a measured approach to the development of business-to-business Internet commerce, in spite of the breathless hype accompanying the new technology, according to research presented at the SN/Executive Technology Summit on Internet commerce here last week. Douglas Rossiter, president, the Advantage Group/U.S. Markets, Worthington, Ohio, said, "With all the hype and all the energy of last year -- just in the number of press releases alone ...

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