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Title:
Futurize Your Enterprise: Business Strategy in the Age of the E-Customer
Review:
This book is David Siegel's vision of how the Web will change companies. According to Siegel, to 'futurize' means to prepare your business for the New World of e-customers. To 'futurize' your company externally you have to take the customer's view of your web site and turn it into a strategic tool. To 'futurize' your company internally, let your customers lead the way.
Don't be put off by the jargon. Tools and methodologies required to develop an on-line presence aimed at meeting consumer needs are outlined in the four parts of this business management book: Principles, Practice, Prototypes and Predictions.
- In 'Principles', Siegel argues that e-customers are the most powerful economic force you have ever seen; that markets are 'conversations', where companies currently provide ways for customers to talk with employees and in future will allow customers to talk with other customers. The web can facilitate this.
- The section on 'Practice' is also covered in part at the highly recommended companion web site: http://www.futurizenow.com.
- 'Prototypes' covers eight fictional case studies. He suggests that a management-led company relies on management's vision to set the course whereas a customer-led company listens to its customers strategically. I would prefer real case studies - Virgin, for example, which is putting its entire businesses on the net.
- 'Predictions' (covering examples such as job seekers, students and lawyers) are of how "the Customer-Led Revolution will sweep away businesses that still cling to Old World strategies" and of "e-customers as the most powerful economic force you have ever seen. They will change your business in ways you can't imagine. Or they will leave you behind."
This book will help any business manager who does not want to be left behind.
Free Pint Reviewer:
Tom Szczepanik writes in a private capacity. Professionally he is
involved with implementing e-commerce and advises Internet start-ups. Find out more on his Home Page http://www.szczepanik.com.
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Further reading:
Other reviews of Internet strategy books on the Free Pint bookshelf.
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