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The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage
By Jonathan Rosenoer
2003-03-12
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A strategic view of case studies of 25 well-known companies engaged in e-commerce.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&singlequot;s
missions, 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.
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