Dot Com Riches - Larry Walse

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Résumé :
The Internet's importance in today's business landscape is undeniable.


Consumer perceptions of corporate online visibility and marketing efforts grow more critical each day. To meet this demand, however, the study concluded that many major corporations, while aware of changes needing to take place within the organization, struggled to follow-through with implementation.


The key questions they recommended established businesses ask themselves are:

Which business segments should get top priority for e-business?
What are the biggest associated challenges and threats?
Which business models are suitable and actionable?
How should the new business be developed-out of the current organization or through a new, separate entity?
Are the right people on board to do e-business?
What partnerships and alliances are needed for a successful launch?
What are the implications for business processes and IT infrastructure?
Do we want to prevent, admit or foster the cannibalization of our established business?




By analyzing major e-business companies and their marketing model, the study unveiled ten identifiable criteria for success along the customer life cycle in the new economy.


Viewed more closely, the companies analyzed each had practices in place to address the following steps:

Vision and Top Management Commitment: a Prerequisite for Successful Strategy Development and Implementation
Strategic Alliances: Focus on Core Contributions
Branding: Guide through the Data Jungle
e-pricing: Competitive Advantage through Differentiation
Individualized Service Offerings: Value Added for the Customer
Process Design in e-business: Centered Around the Customer
1-to-1 Marketing: Personal Touch in Mass Marketing
Community Building: Customer Retention through Networking
HR-Strategy: Management of the No. 1 Bottleneck
Strategic Use of IT: Core Capabilities in e-Business




In this book we will analyze every single aspect of these billionaire dot.com.