Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce (CommerceNet)

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9780070435421: Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce (CommerceNet)

This how-to text is for the business or marketing manager who has to plan and implement an Internet business. It contains step-by-step planning templates, as well as case studies and practical examples of successful Internet commerce ventures. Internet-driven electronic commerce is rapidly emerging as an entirely new method of conducting business and interacting with customers, suppliers and partners. Many firms are looking toward Internet commerce because it brings new dimensions of speed, efficiency, interactivity and cost reduction. In the book-selling business, Amazon.com is an example of a successful venture in electronic commerce. While there are many technology-related issues to consider before implementing electronic commerce, careful business analysis that takes into accout a deep knowledge of the possibilities as well as the risks is equally important. The book should be of interest to business and technology executives interested in exploring how Internet commerce is destined to change their organizations, now and in the future. It shows how to develop a business strategy that fundamentally and positively alters core values with Internet commerce as the catalyst. The book explains how to plan and build successful Internet marketplaces by highlighting the major management and strategic considerations step by step within a logical framework.

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Review:

A lot of writing about electronic commerce has been problematic: many authors describe a cutting-edge infrastructure they've created, but ignore larger strategic issues. Others stick to generalities to such an extent that their books provide no real technical advice for someone trying to architect an Internet commerce business. Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce, Second Edition, manages a reasonable compromise between these extremes. It provides a basis for evaluating electronic commerce technologies in the context of an organization's larger issues--technological, organizational, legal, and cultural.

The book presents a strategic outline for an e-commerce architecture rather than specific recommendations about which payment system, rapid application development environment, or server back-end to adopt. It talks generally about providing the level of systems integration necessary to give customers a persuasive electronic buying experience, along with some general case-study information. As such, it tells a persuasive story and provides some firm business sense for the planner, manager, strategist, and even the developer, despite the fact that, in many areas, the guide raises more questions than it answers.

From the Back Cover:

Praise for Opening Digital Markets. "Unquestionably, electronic commerce on the Internet will, before the end of the century, profoundly redefine many basics of business. This book is invaluable in helping business managers get ready for the opportunity and challenge. It's cogent, hype-free, focused, and practical."Noted IT author Peter Keen. "There will be some firms that get it and survive, and others that don't get it and perish. Mougayar clearly gets it! He does an excellent job of detailing opportunities that are ripe for the picking." Jay M. Tenenbaum, Chairman & CEO, CommerceNet. "The glory of the Internet is that it provides global presence, and it's the great equalizer. This book is necessary reading for any executives interested in propelling their organizations into the new global market." Laurie A. Tucker, Senior Vice President, Logistics, Electronic Commerce & Catalog, Federal Express. "Essential for organizations entering a virtual distribution marketplace and wishing to survive in it...This book is the road map for business leaders. Mougayar's descriptions and advice are crisp and enlightening." Robert Edelman, Vice President, Marshall Industries. "Offers leaders a practical way of understanding the opportunities in this emerging environment. The inventory of industry players, developments, and advice is breathtaking!" Amir Hartman, Faculty, Haas School of Business, University of California at Berkeley.

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