28 mins, 2000        [password required] In this case study in business change Avalon Travel, a tour company, faces a decline in its traditional holiday trade. It's also threatened by the Internet. Staff debate two ways forward. Manager Peter thinks they should get into e-commerce by buying a travel company which already has major expertise in the Internet. Director Barbara, on the other hand, believes Avalon should diversify out of the travel business. She argues for buying up a keepsake manufacturer. Which option should they take? Is there a third way?