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ABOUT THE BOOK:-
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
"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)
"...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) ISBN - 9780471345466
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