The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage [Hardcover]

Jonathan Rosenoer (Author), Douglas Armstrong (Author), J. Russell Gates (Author)

Book Description

Publication Date: July 15, 1999

In business, it has always hurt to "wait and see." In the vast world of Internet commerce, it's vital to establish a strong, quality presence -- "now," say Arthur Andersen Web experts Jonathan Rosenoer, Douglas Armstrong, and J. Russell Gates -- before another site starts filling your customer's needs with a click of a mouse. With the number of potential customers who are connected well on its way to 1 billion, the Internet is at once the greatest opportunity and the greatest threat to established businesses. It's not enough for a company to be on the Web; the company must be consistently more effective, more accessible, and more exciting than any other site in its category.

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'smissions, 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.

Editorial Reviews

Amazon.com Review

From garage startups to international conglomerates, businesses from all over the world are jumping onto the Net faster than you can say, "Click here," seeking ways to turn prospective online endeavors into bona fide profit centers. In The Clickable Corporation, Arthur Andersen consulting firm executives Jonathan Rosenoer, Douglas Armstrong, and J. Russell Gates look at how 25 notable enterprises already are turning "trillions of mouse clicks into solid sales." Aimed at those who remain "dubious, confused, or simply uninformed about the Web's ability to sell their products or services," it focuses on definable benefits that draw customers to successful cyberventures: information, choice, convenience, customization, savings, community, entertainment, and trust. For example, it notes, Autobytel.com converts about 20 percent of car-dealer referrals into sales by creating a nonthreatening environment where shoppers can fully and leisurely investigate potential purchases. Likewise, FedEx is succeeding online because it puts customers in complete control of their transactions, while Northwest Airlines is filling undersold flights by making empty seats available on the Web at a discount. The Clickable Corporation is a quick overview for managers whose companies are struggling to find a handle on the Internet and e-commerce. --Howard Rothman

Review

Gary Betty President and CEO, Earthlink Network, Inc. Does a great job identifying and contrasting successful strategies for pursuing different avenues of Internet commerce. The companies highlighted here are precursors to the importance of the Internet and how it will transform businesses in the future. -- Review

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Product Details

• Hardcover: 172 pages
• Publisher: Free Press; 1st edition (July 15, 1999)
• Language: English
• ISBN-10: 0684855534
• ISBN-13: 978-0684855530
• Product Dimensions: 9.3 x 6.2 x 0.9 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 3.6 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #801,430 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful:

4.0 out of 5 stars Great Book for E-Commerce Beginners, December 1, 1999

By 

Darekk (Warsaw Poland) - See all my reviews

This review is from: The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage (Hardcover)

The Clickable Corporation is an excellent overview book for those who want to START understanding the e-commerce and how to apply it in their own business. It is very practical (the use of case stories around 8 key themes) and lacks pretence or jargon that intimidates in many other publications.

8 of 9 people found the following review helpful:

4.0 out of 5 stars Great Summary of the Internet's Distinct Business Values, November 8, 1999

By A Customer

This review is from: The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage (Hardcover)

Everyone talks about the value of the Internet and without a doubt there are many. If you want to learn about the key distinct business values of the Internet, read The Clickable Corporation. There is so much being written about the Internet, it is refreshing to find a book like this one that nets down and presents the key points without taking volumes. The eight distinct advantages help get your arms around the complex world of the Internet and its implications on business. I just wish the examples had more detail.

6 of 7 people found the following review helpful:

2.0 out of 5 stars That's just great... now what about me?, September 8, 2000

By 

Ellen Jordan (Amherst, NY United States) - See all my reviews

This review is from: The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage (Hardcover)

If you want to hear a whoppingly good reivew of a job well done, this is the book for you. If you want to know the ups and downs of how they did it, look further. This overivew of one good effort after another gives scant to no insight into the machinations of their business plans, strategies, challenges, or process focus. While Seinfed may believe "not that there's anything wrong with that..." it is a canvassing of top seed efforts that leaves the reader very little better off than before.