Next is an instance how a boat can be guided through waves and storms. While most of its rivalries struggle from the end market, Next handled to increase its share of market over the past 6 years. Due to high sales they must increase their dividends which has a positive effect on investors and shareholders. The company is well positioned in United Kingdom market and very flexible to react to wishes of customers. They set up with a minimum of money and time is easy and quick solution for those customer who needs to order through online. By now they are the only big United Kingdom clothes retail company who earns money with electronic commerce. For instance Marks and Spencer expects to be profitable by 2003.