Customer Reviews

Mastering the Digital Marketplace: Practical Strategies for Competitiveness in the New Economy

5 star:		(8)
4 star:		(4)
3 star:		(0)
2 star:		(1)
1 star:		(1)

 

 

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.

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.

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.

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.

Anyone thinking of starting a new Internet business or currently has one should definitely read this to gain a good perspective on the rapidly changing dynamics of the growing E-commerce industry. The "How To" diagnostics and case studies should help you avoid some of many pitfalls that can be encountered in this highly competitive worldwide economy. I found it to be very easy reading and put together in an understandable format.

Mr. Aldrich has provided us with a well-written, unique perspective on a subject that is fast becoming an integral part of all of our lives. Since we all will certainly be impacted by the digital marketplace, it is imperative that we gain a better understanding of this phenomenon. Aldrich makes it easy to understand and provides some concrete tools to better prepare us. The case studies were particularly interesting and seemed to be applicable to a cross-section of industries. Anyone who reads this will certainly benefit from the investment in time.

Doug Aldrich, the author of this book, passed away on December 26, 2003. He will be missed by all that knew him.

Doug Aldrich highlights the fact that the digital economy is much more than just eCommerce or eBusiness, it is a revolutionary force that will alter the ways in which companies compete and collaborate to a degree never seen before. Many leading experts today point to symptoms of the change wrought by the new economy, but few have taken the time to understand the root causes as Doug has done here. Thought-provoking discussions around melding traditional containers and digital content, the time-value proposition, and an array of additional factors and forces - from transaction costs to the role of brands in the new economy - take the reader through forming a frame of reference for thinking about the new economy all the way to understanding the steps executives must take to transform their organizations into fast, nimble, proactive companies which are fully prepared to excel in the new marketplace. In summary, an interesting, engaging and relatively easy to read handbook for business executives interested in leading the companies of the future.

This book is definitely not worth the read. It should be noted that it is written by an AT Kearney dude and as an ex-EDSer I can see the resemblance of the consultants that made all consultants look bad. It had no substance but choose to use big words and complex evolved scenarios to provide the pretence of intelligence. It is everything bad about a pompous consultant roled into a book. Please note that the positive reviews of this book are all from the Dallas / Fort Worth area which is home to the AT Kearney legions. I gave it a 2 only because all reading is positive and it started off good.

Doug Aldrich has written a timely, approachable book that anyone contemplating any kind of business in the new economy must read. Unlike many voodoo e-business books, this one stands out as practical, useful and highly readable. Aldrich not only has a depth of knowledge, but he must be living and breathing this subject in the real world. I've not only read this book, but given it to others--it's that important.