Mastering the Digital Marketplace: Practical Strategies for Competitiveness in the New Economy

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Mastering the Digital Marketplace, by Douglas Aldrich, is a sweeping, sometimes overwhelming, overview of managing in the new economy. Aldrich contends that the digital economy has changed all the rules, and businesses that fail to innovate, embrace new ideas, and shed the old ways are not likely to survive. This book, which is based on Aldrich's research at the A.T. Kearney management consulting firm, shows managers how to transform their products-and-services offerings, organizational culture, and even entire industries to keep pace with this revolutionary change.

Among the many points that Aldrich makes is that businesses must abandon their traditional command-and-control structures. Because today's consumers want quality, customization, and richer information around products and services, managers must learn to forego the "accountant mentality" and empower employees, giving them a mandate to experiment and try new ideas. He writes that companies "must leverage the entrepreneurial capabilities of its employees ... because they create the intellectual assets from which customers increasingly derive value."

Other areas that Aldrich touches on include everything from supply-chain and knowledge management to consumer behavior and privacy concerns. Any manager looking for a comprehensive and practical understanding of the new digital marketplace will find that Mastering the Digital Marketplace covers the territory. --Scott Harrison

Book Description

"This is our vision of what the promised digital land is likely to look like this is our advice on how to best prepare for it." - from Mastering the Digital Marketplace

As we head into the twenty-first century, what will separate the winners from the losers in the world of business? As Douglas Aldrich tells us in this comprehensive book, the leaders will be those CEOs who use information technology to its fullest potential across every area of operation, from streamlining internal processes to connecting with suppliers and customers. In short, the line between success and failure will be drawn between those who can function in the emerging digital economy and those who cannot.

Based on research developed within A. T. Kearney, this accessible resource provides a logical, step-by-step framework for surviving-and thriving-in the digital marketplace. Aldrich identifies key strategic areas that you as a corporate leader must consider before leading your company into the digital economy: the development of a powerful new consumer value proposition; time value and its impact on products and services; and the growth of new electronic networked business models.

In addition to presenting practical methods for developing business strategies around these concepts and organizing for their implementation, Aldrich offers three specific approaches to mastering the digital marketplace: intelligent products, intelligent markets, and intelligent organizations. Along with an array of diagnostic tools, as well as case studies of both successes and failures, here's where you'll find complete details on:
* The value of time
* Digital containers and content
* A new business model-the Digital Value Network (DVN)
* The evolution of organizational structures
* Creating digital value

Written by a leading authority in conjunction with one of today's leading global management consulting firms, this is a must read for anyone looking to understand-and master-the digital marketplace.

The Last Word on the Digital Economy

"Wall Street is increasingly focused on the value-added competencies of corporations. By outlining a practical guide to succeed in the digital economy, this book provides executives with a framework to maximize shareholder value. That's what makes this book such a valuable resource." - Elizabeth Mackay Chief Investment Strategist, Bear, Stearns & Co. Inc.

"The digital future is present! This fascinating book patiently guides you through today's high-tech arena with countless examples and valuable insight." - Stephen R. Covey Author of 7 Habits of Highly Effective People

"Mastering the Digital Marketplace is as good a navigational aid [to the electronic economy] as you will find anywhere. Doug Aldrich works with these issues every day, and his practical experience shines through on every page." - Thomas H. Davenport Professor of Management Information Systems Boston University School of Management

"Mastering the Digital Marketplace is a 'must read' for senior management if they intend to ensure the survival and growth of their companies in the digital economy . . . The case studies and vignettes provide invaluable lessons learned if only the reader takes the time to read and think." - John G. Sifonis Author of Net Ready: Corporation on a Tightrope and Dynamic Planning

"Mastering the Digital Marketplace challenges the imagination and exposes why our past experiences will not serve us as we invent our future in a digital universe." - Lloyd D. Ward Chairman and CEO, Maytag Corporation

Customer Reviews:

Goodnight Funny Man.......2004-01-09

Doug Aldrich, the author of this book, passed away on December 26, 2003. He will be missed by all that knew him.

Not worth the read.........2000-04-10

This book is definitely not worth the read. It should be noted that it is written by an AT Kearney dude and as an ex-EDSer I can see the resemblance of the consultants that made all consultants look bad. It had no substance but choose to use big words and complex evolved scenarios to provide the pretence of intelligence. It is everything bad about a pompous consultant roled into a book. Please note that the positive reviews of this book are all from the Dallas / Fort Worth area which is home to the AT Kearney legions. I gave it a 2 only because all reading is positive and it started off good.

Well worth the read.......1999-12-01

This book is NOT about eCommerce explicitly. Rather it is a sound work on the threats and opportunities presented by the all pervasive and ever expanding world of technology. Thankfully, it is not hysterical in tone urging you to rush out there and engage the nearest management consultant you can find, (the authour is one) but rather the book goes to great lengths to make the point that, if the technology is available to add value, then you'd better take advantage of it because your competitors will. The theme of adding value "as perceived by the customer" is really the major issue for the first half of the book. To substantiate this warning the book outlines the major themes of adding value to goods and services with several examples of how to do so. I felt the best section was on the importance of company structure and alignment along core competancies - the Value Based Organisation and how to achieve it, esp. Ch.9. The book is full of real-life and fictional case studies to illustrate each point it makes. It is written in plain english and is mostly jargon free. Do I have a criticism? Yes - Within Ch.9, one of the action points is for a company to have, or have had ABC - Activity Based Costing, the text makes a minor inflection that ABC is tough to implement - I have worked on a project putting in ABC - it is an utter nightmare! But all in all, very sound, accurate and GVFM.

An Intelligent and Useful Guide to the New Economy.......1999-11-16

As a regular reader of technology books, I have yet to come across a work that cuts through all of the e-cliches and e-hype. In Mastering the Digital Marketplace, Douglas Aldrich does a masterful job of explaining how the digital economy affects real businesses in the real world. I believe this is a must read for any executive responsible for making his company competitive in the new economy. The cases that Mr. Aldrich draws upon as examples provide clear and compelling illustrations of his thesis.

An Intelligent and Useful Guide to the New Economy.......1999-11-16

Full Price: Competing on Value in the New Economy

Average customer rating:

Too Many Anecdotes
Great title.
What an idea stimulator!
Another Speaker/Author "How true is that?"
This book is worth MORE than FULL PRICE!

Full Price: Competing on Value in the New Economy
Thomas J. Winninger
Manufacturer: Dearborn Trade
ProductGroup: Book
Binding: Hardcover

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ASIN: 0793139546

Book Description

Despite the fact that corporate revenues are higher than ever, corporate profits remain flat. To stand apart from the competition and succeed in the new economy, businesses need to stop competing on price and focus instead on value.

By meeting the highest needs of your company's premium customers, says master business strategist Thomas J. Winninger, you can maximize your value and charge full price. Just follow these strategies: define the essence of your business, communicate its tangible value, benchmark your uniqueness, and anticipate the changing needs of your best customers.

By selling value—not low price—your profits will soar.

Customer Reviews:

Too Many Anecdotes.......2002-12-13

The author is a superb speaker but his writing lacks substance. Although I admire his attempt at using practical examples, many of them were not applicable to my business. The substantive information was very good but could have been contained in a speech or article.

Great title........2002-01-02

The author is laso a great speaker, much better at speaking than writing. The anecdotes are superficial as the book is a compilation of presentation slides written in an afternoon.

What an idea stimulator!.......2001-11-09

Let's start with a premise: we'd all like to get full price for our goods and services. No one really wants to be on the losing end of a discount war. . . . and in that struggle, everybody loses. Full price sounds like a good idea. But, is it realistic? I began Winninger's latest book with a bit of skepticism.

Full Price begins with an emphasis on maximizing value perception. When I saw that phrase in the table of contents, I wondered what this book might say that hasn't already been said by countless authors beating the same drum. Aha! The difference is in the countless examples that illustrate every one of the author's points. Winninger walks his talk-the value of his book is certainly maximized by the real-life examples. I can't tell you how many ideas I gleaned from those examples-page after page of examples and best practices.

Winninger, founder of Winninger Institute for Market Strategy in Minneapolis, knows his stuff. He's a professional speaker and consultant who's worked with over a thousand companies in many fields. This is definitely a case of "been there, done that." You'll discover that value as you move through his 15 chapters. I chuckled when I noticed what the author did with the quotes at the start of each chapter. After quoting others for the first two chapters, he quoted himself for the rest! He must have enjoyed writing this book.

The book is organized very well. Chapter titles include Selling the Program, Vertical Integration, Segmenting Your Services to Targeted Customers, Owning the Customer's Buying Cycle, and Promoting Differences. This easy-to-read book gets more exciting as it continues, with chapters on Substantiating Value, Not Price; Living the Brand; Exploiting Technology; and Forging the Indestructible System. And every chapter is stuffed with best practice examples. Can you tell I was impressed with the way these examples brought the author's points to life?

The whole premise of the book is achieving Maximum Value Perception: seeking and fulfilling the highest need of your premium customer. Think about those words. Each is explained in the book, but let me share the questions that flow from the author's discussion: 1. Who is my premium customer? 2. What is my premium customer's highest need? 3. How do I determine my Maximum Value Perception? 4. How do I achieve Maximum Value Perception and receive full price? These questions are answered as the reader is stimulated, then we're off and running!

Fast read, summaries at the end of each chapter, validating footnotes, and a good index. This is a book you'll read eagerly, salivating at the thought of how you'll apply your learnings to overcome your competition. And this is a book you'll return to from time to time to stimulate more great ideas to differentiate yourself from the competition.

Another Speaker/Author "How true is that?".......2001-10-17

If you are looking for a book that offers you about 250 pages of grammatical errors, tenuous examples, and page after page of shameless self-promotion than this is the book for you. If not, then I suggest you keep shopping.

This book is worth MORE than FULL PRICE!.......2001-08-13

Through the many case studies in this book, Thom Winninger shows us how we can create value for our customers and clients. The bottom line is that he teaches us how to get our customers/clients to focus on what we can deliver rather than what we charge. I found this book easy to read, easy to understand and entertaining. The case studies (short and to the point) create examples that apply to just about every type of business.

Marketing Strategies for the New Economy

Average customer rating:

Good overview of successful high tech business models
Esoteric, not much new

Marketing Strategies for the New Economy
Lars Tvede , Peter Ohnemus , and Robert Montgomery
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

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ASIN: 0471492116

Book Description

Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says: "It's no use. You cannot outrun a bear anyway". The first one answers: "I don't have to outrun the bear. I just have to outrun you."

Speed against competitors is just one of the key lessons outlined in this book from Lars Tvede and Peter Ohnemus. E-business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the "new economy". The question is, "which of the traditional techniques still work, and which techniques need to be revamped?" The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing - the 'Digital School of Marketing'. Traditional marketing schools, for example, have observed the importance of moving fast - in the Digital School fast is not just important, it is crucial: it took Microsoft ten years to reach 100 million dollars in revenue, AOL spent nine years, Yahoo! spent five years, Onsale four, Amazon three, and Priceline spent just one and a half years reaching 100 million dollars in revenue. Speed is just one of the key lessons to learn from this book. Whether you are an entrepreneur out there on your own or a marketer in a large company, read on to discover how you can temper your marketing strategies to bring them in line with what is required today.

Synopsis

The high tech industry is expanding and will continue to expand rapidly. Every year it attracts new professionals, some of whom come from other industries that are very different in nature, especially where marketing is concerned. Also, these individuals, whilst technically very able, have limited understanding of marketing. This book will be the definitive guide to anyone involved in the marketing of high tech products and, as such will fill a gap for a book that describes all aspects of marketing management as practised by the most successful executives in the high tech industry. Although there is a plethora of books on the subject of the digital economy, e-commerce and high tech marketing this is the first book to actually provide a comprehensive understanding of the dynamics of the high tech markets. It also contains information on how companies in this sector need to position themselves correctly so that they can capture value; and to provide the information for the creation of a strategy to leverage their resources through co-operation with other companies.

While some aspects of marketing strategy apply across many sectors, there are a number of factors that are distinctive to high-tech businesses. It is therefore of value to any manager in the high-tech industry to understand the specific challenges and opportunities that a marketing strategist will confront when operating within the high-tech industry. Marketing Strategies for the New Economy provides clear explanations of how and where value and profits typically are generated in the high-tech business and how management can develop and execute strategies to position their high-tech companies for lasting success. To give the book a practical edge beyond these concepts, the authors present a "critical path" which is a coherent framework that pulls together these concepts, enabling the reader to implement a winning strategy in this highly competitive field. This work is designed to provide a comprehensive understanding of the dynamics of the high tech markets. It presents examples of marketing plan structures, a high-tech marketing audit, and a chronology of major marketing breakthroughs.

Customer Reviews:

Good overview of successful high tech business models.......2002-01-31

I am a seasoned marketing VP for a high tech company. While I would in no way characterize this as a comprehensive marketing manual for high tech marketers, I did find it very useful from one perspective: it provides a simple overview of what it takes for a company to succeed in the technology space including a very succinct and readable overview of many different value-generating business models. It then relates these business models to appropriate marketing tactics. I gleaned some "nuggets" that will help my company become a more successful enterprise. For this reason alone, the book was well worth the price. It is just over 200 pages and can be read in one sitting.

Esoteric, not much new.......2001-05-02

Lots of anecdotal information attempting to tie in the so-called 'New Economy' with historical trends. It doesn't quite convince. A lot of theory, as if meant for an academic audience. I don't see a lot of real world application here. I doubt the authors have experience running a successful real-world business.

Customer Relationship Management: Electronic Customer Care in the New Economy

Average customer rating:

Great Book to Understand the Topic CRM

Customer Relationship Management: Electronic Customer Care in the New Economy
Andreas Muther
Manufacturer: Springer
ProductGroup: Book
Binding: Hardcover

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ASIN: 3540413774

Book Description

Under the term Customer Relationship Management (CRM), companies such as SAP, Siebel Systems or E.piphany offer software solutions to optimize customer-facing processes. Business units responsible for the implementation of CRM software are in many cases relatively inexperienced in the reorganization of these processes. It is important for them to consider the needs of their customers as a whole. This book describes the customer relatioship using the concept of the Customer Buying Cycle, thereby creating a neutral orientation framework for CRM projects. For each phase of the Customer Buying Cycle it shows how Information Technologies can be used to generate benefits either for the customer or for the company that implements the CRM tools. This book includes many case studies exemplifying how CRM is realized in the practical business world.

Customer Reviews:

Great Book to Understand the Topic CRM.......2002-06-26

This book introduces a great framework to structure the topic CRM. The so-called 'customer buying cycle' helps to understand what CRM is about. Some case studies used in the book are sort of outdated, but still, the book offered a good amount of value to me.

New Economy Excellence Series, New Economy Energy: Unleashing Knowledge for Competitive Advantage

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New Economy Excellence Series, New Economy Energy: Unleashing Knowledge for Competitive Advantage
Sultan Kermally
Manufacturer: Wiley
ProductGroup: Book
Binding: Paperback

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ASIN: 0471499633

Book Description

Forward-thinking companies are focusing their attention on knowledge, that insubstantial asset which is recognised as a key competitive capability in the new economy. Yet despite the mantra that knowledge is '700eople, 200rocess and 10% technology', too much emphasis is still placed on technical aspects of knowledge management by firms embarking on initiatives in this area. Zooming in on a critical issue, this new title in the groundbreaking New Economy Excellence series helps managers to consistently reap competitive benefits by understanding the nature of knowledge and how to make the most of it in the ultra-competitive e-world.

Other titles in the New Economy Excellence series include:

Book Description

Global business today is played by new rules -- many of which are being written by the Japanese and their remarkably successful companies. Because the Japanese are redefining business as we know it, Western companies expecting to profit from the new global marketplace must first learn to compete and succeed against the Japanese in Japan.

James C. Morgan, Chairman of Applied Materials, Inc., the leading supplier of advanced processing equipment to the worldwide semiconductor industry which does about forty percent of its business in Japan, and J. Jeffrey Morgan, who has worked in Tokyo on the "inside" at Mitsui & Co., Japan's oldest trading conglomerate, contend that apathy and ignorance have prevented many Western companies from capitalizing on the enormous opportunities for business in Japan. In this brilliant examination of Japanese markets, companies, and business practices -- with special emphasis on the establishment of Applied Materials Japan -- the Morgans, father and son, assert that success in the world of Japanese business is determined by two factors: technology and relationships. Candidly discussing their own mistakes and failures as well as their triumphs, the authors provide invaluable insights into the specific challenges facing Western companies in establishing a presence in Japan: problems in financing the venture, product design and production, marketing and distribution, and most important, creating long-term relationships or "putting on a Japanese face." The extraordinary success of Applied Materials Japan -- hailed by George Bush on the campaign trail in 1988 as "a model for all America" -- is testimony to the valuable lessons to be learned from this book.

The Morgans provide a clearly written, step-by-step framework for reorienting company thinking, revising corporate strategy, and revitalizing any organization for world class competitiveness. Using vivid examples of Western companies that have both succeeded admirably and failed miserably in Japan, Cracking the Japanese Market is a straightforward examination of what it takes to compete successfully there -- and by extension in the world today.

Customer Reviews:

All other agreements and partnerships should be considered as stepping stones to a direct operations strategy.......2007-06-20

1. All other agreements and partnerships should be considered as stepping stones to a direct operations strategy.
2. The operation should be designed to begin and support a close relationship between your company and your Japanese customers.
3. The Japanese operation should permit long-term control of company product, services, and technologies.
4. The closer you get to the marketplace, the clearer your understanding of opportunities.
5. Build opportunity and reduce risk.
6. Select and entrust a Japanese Leader too provide credibility, influence talent to join the organization, and deal with customer relationships.
7. Plan and invest long-term
8. Build local research, engineering, and manufacturing capabilities.
9. Establish sales offices and new distribution channels in Japan
10. Integrate computer and communitcation linkages between your US and Japan business entities
11. Globalize and strive for worldwide quality and service programs; create globalized benefit structures and a Global oriented Human Resource management team; develop a global corporate culture.
12. The Japanese people view the job as an extension of family environment and a determinant of social status and their sphere of relationship through out ones life.
13. Highest on the incentive priority list for job selection is the company's stability and long-term commitment to the employee. In "Japanese Society", the author quotes, "Employment with a foreign firm is regarded as outside of the the system...This reluctance comes first from the feeling of insecurity about the future,[American firms do not guarantee lifetime employment]. Critical Employment strategies include: developing a relationship with professors, as key mentors, gaining press converage, submitting articles in technical journals and career magazines. Selecting the right corporation is important for Japanese men; Japanese men are ranked by group or the corporation they belong or their connection too well known and strong individuals. Applied Material hired manager Tetsuo Iwasaki and he used his influence to recruit and attract talented young Japanese willing to take the risk and join following his leadership. Iwasaki gave credibility and attracted others to follow.
14. "Focus on hiring a good core management team and let them build staff." "The opportunity for more responsiblity and quicker rise through the ranks is a guenuine attraction for Japanese". Hire retiring executives from Japanese companies and government ministeries. Seek Japanese members for your board or advisory groups. Synergy borne of diversity is one of the principal benefits to be derived from doing business in Japan. Japanese manager looks at personality and character and potential skill, instead of actual skill in hiring.
15. "Foreign companies fail to get the best from their Japanese subsidiaries simply because they don't accord them the respect they deserve." The parent company must internally promote the Japanese subsidary, its products, market team, and manufacturing. Relationships are the true source of power in Japan. Japanese management should always lead customer relationships and empower them with capacity.
16. Japanese banks are becoming more willing to loan to foreign business seeking local financing. Establish an early relationship with a Japanese Bank and find someone to make the introduction. The Japanese Bank will make the critical business partner introductions and they will voucher for crediblity and trust worthiness and arrange ample financing.
17. Keep a management team that is close to Japanese decisionmakers: banks, industrial groups, MITI, and other management groups. Keep decision making authority local and close to the market; recruit from top Universities; operate in the local currency.
18. Cycle time reduction is critical to the success of today's global competitor; it is key to being responsive to the customer, which in turn is a prerequisite to the development of strategic partnership with customers, ablility to manage variety, respond to a niche strategy of the competiton. Improvements will have have a tremendous impact on the size of the opportunity a company can effectively manage.
19. Workers should have a sense of loyality, a feeling of ownership and responsiblity, for every company function and activity, as a major company asset.
20 Technology must focus on customer needs and be committed to the success of the customer's business
21. The Japanese have succeeded in penetrating far-reaching markets beccause they have built world-class information networks.

Changing marketing strategies in a new economy (Key issues lecture series)

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Changing marketing strategies in a new economy (Key issues lecture series)

Manufacturer: Bobbs-Merrill
ProductGroup: Book
Binding: Unknown Binding

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Changing marketing strategies in a new economy (Key issues lecture series)

Manufacturer: Bobbs-Merrill
ProductGroup: Book
Binding: Unknown Binding

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Delivering on the ePromise : Strategies for successful fulfillment in the new economy

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Delivering on the ePromise : Strategies for successful fulfillment in the new economy
Neil Bromage
Manufacturer: Reuters Business Insight
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Binding: Digital

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The E-Aligned Enterprise : How to Map and Measure Your Company's Course in the New Economy

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His Latest and Most Important Contribution
Best of the millennium

The E-Aligned Enterprise : How to Map and Measure Your Company's Course in the New Economy
Jac Fitz-Enz
Manufacturer: Amer Management Assn
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Binding: Hardcover

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Book Description

A trusted advisor to 90 of the Fortune 100 companies, Jac Fitz-enz is renowned as "the father of human performance benchmarking." He now turns his incisive eye toward performance in the e-World--especially as it is evolving from the industrial "i-World"--and shows how to manage an organization for maximum measurable results in times of head-spinning change.

"How can we measure true return on investment in a faster-moving, open-system world? How do we improve results in this new world using the same intellectual capital--our people?" These are the questions that far-sighted executives are asking. Fitz-enz answers by examining four key areas, each culminating in a Scorecard that lets readers gauge their own ROIs:

* Leadership argues that better communication and a high-touch approach--hardly traditional ROI focus points--are imperative for engaging the e-workforce.
* Strategy explores the links between innovation and risk, offering new ideas for rising above "commodity" status.
* Human Capital reveals that by combining continual learning and knowledge management, companies become Employers of Choice.
* External Relationships shows how to measure success with customers, partners, and alliances.

The final section shows "how to do it," wrapping the challenge into a practical methodology for making the transformation from the traditional to the e-savvy company.

Customer Reviews:

His Latest and Most Important Contribution.......2001-07-21

In The 8 Practices of Exceptional Companies and The ROI of Human Capital, Fitz-enz initiated a rigorous inquiry which continues as he explains in this book "how to map and measure your company's course in the new economy." It is not necessary to read the earlier works first but I strongly suggest it because, together, the three books create a cohesive understanding of three interdependent forces in the contemporary business world: organizational excellence, individual peak performance, and (for lack of a better term) appropriate navigation during constant change. "The good news is that the connectivity of the World Wide Web links everyone at light speed. The other news is that it has imposed a pace of life that is almost intolerable." The material is organized within five Parts.

* Enfolding the World

Fitz-enz explains how and why today's marketplace is changing from the old, industrial world (i-world) to the new, electronic world (e-world).

* Leadership Imperatives in E-World

According to Fitz-enz, there are "ten imperatives of e-world leadership": provide a clear vision, and strategy for people to follow, communication is the first priority as well as the best tool, use stories to implant the message, champion information sharing and learning, commit to building an exciting culture, reward innovation and punish unreasonable resistance, focus on measurable results rather than processes, invest heavily in developing associates, develop a "can-do" attitude in the organization, and finally, listen to associates.

* Strategy Drivers: Connectivity, Innovation, Customers

In Chapter 7, Figure 7-2 enables the reader to assess her or his readiness for e-world; at one point in Chapter 8, Fitz-enz examines Davenport's "Seven Rules of Innovation"; and in Chapter 9, Figure 9-2 poses a series of questions which, once answered, enable the reader to learn how customers view his nor her brand.

* Human Capital: The E-World Lever

This is one of the most important sections in the book. Fitz-enz suggests differences between and similarities of i-world and e-world associates; identifies what he considers to be, for supervisors, employees' most important needs and expectations; he lists (in Figure 11-1) those factors which affect employee productivity; he then identifies and discusses those factors which drive successful programs; and then in Chapter 13, Fitz-enz suggests how to integrate knowledge management and learning organization-wide. The Human Capital Scorecard (Figure 14-1) provided in Chapter 14 consists of ten attributes to be rated on a 1-5 scale

* Aligning Your Enterprise for E-World

I was surprised to learn in Chapter 15 that the results of a General Management Technologies research study (which asked executives about their general approach to e-business and the factors behind their e-business performance) reveals that "both the highest and lowest performers named the same factors as keys to success." Fitz-enz lists them. In the same chapter, Figure 15-3 illustrates the connections and pathways among people, knowledge, and performance. For those in need of a "game plan", this illustration offers an appropriate framework. In the final chapter, Fitz-enz focus on what he calls an "E-Alignment Scorecard" based on qualitative metrics which enable an organization's decision-makers to measure progress in the e-economy.

Note the logical progression from the analysis of E-World in Part I to an explanation of how to achieve organizational alignment with it in Part V. Fitz-enz then provides an Epilogue ("Over the Horizon") followed by Appendix A ("Three Levels of ROI Measurement") and Appendix B ("Bibliography"). In this book, Fitz-enz functions both as an anthropologist and as a tour guide. He shares his understanding of E-World as he accompanies his reader during a journey through it. In the final chapter, Fitz-enz suggests that the greatest challenge for any executive "is to grow an organization that is balanced in all respects. It must meet the imperative of making an acceptable return on all participants' investments. Stockholders, lenders, suppliers, employees, and customers must all benefit from the executive's decision...[then in italics] Every value system has natural outputs. We must choose our value system wisely. It is a death or life matter."

This is one of only a few books which I think should be the basis of a one- or two-day workshop (preferably offsite) for key executives of an organization. The book's table of contents would serve as the workshop's agenda. All participants are required to read the book in advance and complete various self-audits and organizational assessments, then come together (a) to share their responses and (b) to suggest correlations between the book's contents and the given organization's specific needs and interests. By the workshop's conclusion, all participants will have collaborated on a "game plan" to design, launch, and then implement a program which will enable their organization "to map and measure [its] course in the new economy." How important is the success of such a program? I wholly agree with Fitz-enz: "It is a death or life matter."

Best of the millennium.......2001-06-16

One of the CEOs who reviewed the book called it the best new book of the millennium and bought one for every manager in her company. Two major software companies are arranging a special printing to give to their customers. This may be the sleeping giant! It is the first book that cuts through the hype to point out what is enduring and what is new in e-world. More importantly it directly attacks the three most important mega issues: leadership, strategy and managing people. Fitz-enz draws on 40 years of managing and writing (7 books and 140 articles) to give us a platform on which to ride the hype waves of the new economy. Perhaps best of all he gives us score cards to identify the keys to successful implementation and assessing our progress. Fitz-enz wraps up with an astounding network model (and scorecard) for aligning our organizations with the forces of e-world. Typical of his advice: "The universal connectivity afforded by the worldwide web has profoundly changed the employer-employee-customer relationship. Get it right or get out of the way!? It's extraordinarily insightful while maintaining a light, humorous touch where needed. What a treat this one is!

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