Product Description

"This is our vision of what the promised digital land is likely to look like this is our advice on how to best prepare for it." - from Mastering the Digital Marketplace

As we head into the twenty-first century, what will separate the winners from the losers in the world of business? As Douglas Aldrich tells us in this comprehensive book, the leaders will be those CEOs who use information technology to its fullest potential across every area of operation, from streamlining internal processes to connecting with suppliers and customers. In short, the line between success and failure will be drawn between those who can function in the emerging digital economy and those who cannot.

Based on research developed within A. T. Kearney, this accessible resource provides a logical, step-by-step framework for surviving-and thriving-in the digital marketplace. Aldrich identifies key strategic areas that you as a corporate leader must consider before leading your company into the digital economy: the development of a powerful new consumer value proposition; time value and its impact on products and services; and the growth of new electronic networked business models.

In addition to presenting practical methods for developing business strategies around these concepts and organizing for their implementation, Aldrich offers three specific approaches to mastering the digital marketplace: intelligent products, intelligent markets, and intelligent organizations. Along with an array of diagnostic tools, as well as case studies of both successes and failures, here's where you'll find complete details on:
* The value of time
* Digital containers and content
* A new business model-the Digital Value Network (DVN)
* The evolution of organizational structures
* Creating digital value

Written by a leading authority in conjunction with one of today's leading global management consulting firms, this is a must read for anyone looking to understand-and master-the digital marketplace.

The Last Word on the Digital Economy

"Wall Street is increasingly focused on the value-added competencies of corporations. By outlining a practical guide to succeed in the digital economy, this book provides executives with a framework to maximize shareholder value. That's what makes this book such a valuable resource." - Elizabeth Mackay Chief Investment Strategist, Bear, Stearns & Co. Inc.

"The digital future is present! This fascinating book patiently guides you through today's high-tech arena with countless examples and valuable insight." - Stephen R. Covey Author of 7 Habits of Highly Effective People

"Mastering the Digital Marketplace is as good a navigational aid [to the electronic economy] as you will find anywhere. Doug Aldrich works with these issues every day, and his practical experience shines through on every page." - Thomas H. Davenport Professor of Management Information Systems Boston University School of Management

"Mastering the Digital Marketplace is a 'must read' for senior management if they intend to ensure the survival and growth of their companies in the digital economy . . . The case studies and vignettes provide invaluable lessons learned if only the reader takes the time to read and think." - John G. Sifonis Author of Net Ready: Corporation on a Tightrope and Dynamic Planning

"Mastering the Digital Marketplace challenges the imagination and exposes why our past experiences will not serve us as we invent our future in a digital universe." - Lloyd D. Ward Chairman and CEO, Maytag Corporation

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Product Details

• Amazon Sales Rank: #2011131 in Books
• Published on: 1999-10-06
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 336 pages

Amazon.com Review
Mastering the Digital Marketplace, by Douglas Aldrich, is a sweeping, sometimes overwhelming, overview of managing in the new economy. Aldrich contends that the digital economy has changed all the rules, and businesses that fail to innovate, embrace new ideas, and shed the old ways are not likely to survive. This book, which is based on Aldrich's research at the A.T. Kearney management consulting firm, shows managers how to transform their products-and-services offerings, organizational culture, and even entire industries to keep pace with this revolutionary change.

Among the many points that Aldrich makes is that businesses must abandon their traditional command-and-control structures. Because today's consumers want quality, customization, and richer information around products and services, managers must learn to forego the "accountant mentality" and empower employees, giving them a mandate to experiment and try new ideas. He writes that companies "must leverage the entrepreneurial capabilities of its employees ... because they create the intellectual assets from which customers increasingly derive value."

Other areas that Aldrich touches on include everything from supply-chain and knowledge management to consumer behavior and privacy concerns. Any manager looking for a comprehensive and practical understanding of the new digital marketplace will find that Mastering the Digital Marketplace covers the territory. --Scott Harrison

Review
"...useful reading for anyone looking to understand and master the digital marketplace." -- EFMD - European Foundation for Management Development, January 2000

"An intriguing business model and Aldrich makes a compelling case for it becoming a blueprint for success in the digital revolution." -- Future Filter, September 2000

"The book is written by a leading authority in conjunction with one of today's leading global management consulting firms and will be useful reading for anyone looking to understand and master the digital marketplace." (EFMD - European Foundation for Management Development, January 2000)

"An intriguing business model and Aldrich makes a compelling case for it becoming a blueprint for success in the digital revolution." (Future Filter, September 2000)

From the Inside Flap
"This is our vision of what the promised digital land is likely to look like; this is our advice on how to best prepare for it." —from Mastering the Digital Marketplace As we head into the twenty-first century, what will separate the winners from the losers in the world of business? As Douglas Aldrich tells us in this comprehensive book, the leaders will be those CEOs who use information technology to its fullest potential across every area of operation, from streamlining internal processes to connecting with suppliers and customers. In short, the line between success and failure will be drawn between those who can function in the emerging digital economy and those who cannot. Based on research developed within A. T. Kearney, this accessible resource provides a logical, step-by-step framework for surviving—and thriving—in the digital marketplace. Aldrich identifies key strategic areas that you as a corporate leader must consider before leading your company into the digital economy: the development of a powerful new consumer value proposition; time value and its impact on products and services; and the growth of new electronic networked business models. In addition to presenting practical methods for developing business strategies around these concepts and organizing for their implementation, Aldrich offers three specific approaches to mastering the digital marketplace: intelligent products, intelligent markets, and intelligent organizations. Along with an array of diagnostic tools, as well as case studies of both successes and failures, here’s where you’ll find complete details on:

• The Value of time
• Digital containers and content
• A new business model—the Digital Value Network (DVN)
• The evolution of organizational structures
• Creating digital value

Written by a leading authority in conjunction with one of today’s leading global management consulting firms, this is a must read for anyone looking to understand—and master—the digital marketplace.

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Customer Reviews

Well worth the read
This book is NOT about eCommerce explicitly. Rather it is a sound work on the threats and opportunities presented by the all pervasive and ever expanding world of technology. Thankfully, it is not hysterical in tone urging you to rush out there and engage the nearest management consultant you can find, (the authour is one) but rather the book goes to great lengths to make the point that, if the technology is available to add value, then you'd better take advantage of it because your competitors will. The theme of adding value "as perceived by the customer" is really the major issue for the first half of the book. To substantiate this warning the book outlines the major themes of adding value to goods and services with several examples of how to do so. I felt the best section was on the importance of company structure and alignment along core competancies - the Value Based Organisation and how to achieve it, esp. Ch.9. The book is full of real-life and fictional case studies to illustrate each point it makes. It is written in plain english and is mostly jargon free. Do I have a criticism? Yes - Within Ch.9, one of the action points is for a company to have, or have had ABC - Activity Based Costing, the text makes a minor inflection that ABC is tough to implement - I have worked on a project putting in ABC - it is an utter nightmare! But all in all, very sound, accurate and GVFM.

An Intelligent and Useful Guide to the New Economy
As a regular reader of technology books, I have yet to come across a work that cuts through all of the e-cliches and e-hype. In Mastering the Digital Marketplace, Douglas Aldrich does a masterful job of explaining how the digital economy affects real businesses in the real world. I believe this is a must read for any executive responsible for making his company competitive in the new economy. The cases that Mr. Aldrich draws upon as examples provide clear and compelling illustrations of his thesis.

Aldrich's ideas help you escape traditional 1980s paradigms.
As an executive recruiter I work in an industry where many still operate under archaic concepts and attitudes. Aldrich's book made me realize the importance of preparing for a digitally-focused marketplace.

"Mastering the Digital Marketplace" is a comprehensive and fresh look at the fundamental principles and concepts that any middle or senior level manager must incorporate to succeed in the new millennium.

I thought the book included many interesting case studies that bore relevance to any business or industry. Aldrich did a fine job of explaining the changing dynamics that will force us to rethink our decisions on strategy and planning. And I didn't feel bogged down in techno-language even though the book is filled with detail and analysis.

As Aldrich stated, the future marketplace is "definitely a revolution not an evolution," and I strongly encourage any executive to make this book a must read. It certainly has opened my eyes to the possibilities, and I believe will help my business grow rather than become a 21st century casuality of the digital reformation.