Rosenoer, Armstrong, and Gates provide a strategic view of case studies of 25 well-known companies engaged in e-commerce. Their studies reveal how any company can capture meaningful Internet advantage for its stakeholders -- whether they are customers, shareholders, or business partners. The authors describe how the achievements of such champions as Coldwell Banker, Federal Express, Bloomberg Financial Markets, Dell Computer, Northwest Airlines, 1-800-FLOWERS, Charles Schwab & Company, and Wells Fargo, as well as Internet-based companies like GeoCities, SeniorNet, and Women.com, can be successfully put to work for any company. They isolate the eight value propositions a company must offer through its site; knowledge, choice, convenience, customization, savings, community, entertainment, and trust; and they illustrate, with multiple case studies for each, how these are achieved. This guided tour to maximizing the Internet advantage walks the reader through the steps needed to crystallize a company'smissions, goals, and assets; to identify customers and their needs; and to keep ahead of competition through discerning emerging Internet business standards, online positioning, and foreseeing impending competition from new technologies. A final chapter sets forth the skills managers require to conquer the Internet.
From garage startups to international conglomerates, businesses from all over the world are jumping onto the Net faster than you can say, "Click here," seeking ways to turn prospective online endeavors into bona fide profit centers. In The Clickable Corporation, Arthur Andersen consulting firm executives Jonathan Rosenoer, Douglas Armstrong, and J. Russell Gates look at how 25 notable enterprises already are turning "trillions of mouse clicks into solid sales." Aimed at those who remain "dubious, confused, or simply uninformed about the Web's ability to sell their products or services," it focuses on definable benefits that draw customers to successful cyberventures: information, choice, convenience, customization, savings, community, entertainment, and trust. For example, it notes, Autobytel.com converts about 20 percent of car-dealer referrals into sales by creating a nonthreatening environment where shoppers can fully and leisurely investigate potential purchases. Likewise, FedEx is succeeding online because it puts customers in complete control of their transactions, while Northwest Airlines is filling undersold flights by making empty seats available on the Web at a discount. The Clickable Corporation is a quick overview for managers whose companies are struggling to find a handle on the Internet and e-commerce. --Howard Rothman Review Gary Betty President and CEO, Earthlink Network, Inc. Does a great job identifying and contrasting successful strategies for pursuing different avenues of Internet commerce. The companies highlighted here are precursors to the importance of the Internet and how it will transform businesses in the future. -- Review
Rosenoer, Armstrong, and Gates provide a strategic view of case studies of 25 well-known companies engaged in e-commerce. Their studies reveal how any company can capture meaningful Internet advantage for its stakeholders -- whether they are customers, shareholders, or business partners. The authors describe how the achievements of such champions as Coldwell Banker, Federal Express, Bloomberg Financial Markets, Dell Computer, Northwest Airlines, 1-800-FLOWERS, Charles Schwab & Company, and Wells Fargo, as well as Internet-based companies like GeoCities, SeniorNet, and Women.com, can be successfully put to work for any company. They isolate the eight value propositions a company must offer through its site; knowledge, choice, convenience, customization, savings, community, entertainment, and trust; and they illustrate, with multiple case studies for each, how these are achieved. This guided tour to maximizing the Internet advantage walks the reader through the steps needed to crystallize a company'smissions, goals, and assets; to identify customers and their needs; and to keep ahead of competition through discerning emerging Internet business standards, online positioning, and foreseeing impending competition from new technologies. A final chapter sets forth the skills managers require to conquer the Internet.
From garage startups to international conglomerates, businesses from all over the world are jumping onto the Net faster than you can say, "Click here," seeking ways to turn prospective online endeavors into bona fide profit centers. In The Clickable Corporation, Arthur Andersen consulting firm executives Jonathan Rosenoer, Douglas Armstrong, and J. Russell Gates look at how 25 notable enterprises already are turning "trillions of mouse clicks into solid sales." Aimed at those who remain "dubious, confused, or simply uninformed about the Web's ability to sell their products or services," it focuses on definable benefits that draw customers to successful cyberventures: information, choice, convenience, customization, savings, community, entertainment, and trust. For example, it notes, Autobytel.com converts about 20 percent of car-dealer referrals into sales by creating a nonthreatening environment where shoppers can fully and leisurely investigate potential purchases. Likewise, FedEx is succeeding online because it puts customers in complete control of their transactions, while Northwest Airlines is filling undersold flights by making empty seats available on the Web at a discount. The Clickable Corporation is a quick overview for managers whose companies are struggling to find a handle on the Internet and e-commerce. --Howard Rothman Review Gary Betty President and CEO, Earthlink Network, Inc. Does a great job identifying and contrasting successful strategies for pursuing different avenues of Internet commerce. The companies highlighted here are precursors to the importance of the Internet and how it will transform businesses in the future. -- Review
