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The Atomic Corporation: Rational Proposals for Uncertain Times Paperback – May 9, 2003

ISBN-13: 978-1841121161 ISBN-10: 1841121169
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Editorial Reviews


“A radical view of the business future … If the authors are right, we’re on the edge of a revolution.” (Research Magazine, April 2004)

“… a highly readable account of the way in which organisational and individual working relationships have changed and will continue to change…” (Professional Manager, March 2004)

From the Inside Flap

"Farncombe and Camrass put forward a radical, powerful and at times unsettling thesis. If companies are to produce sustained growth and increased returns for shareholders in the world that the authors describe, they will increasingly rely on digital business strategies. For larger companies it means combining the leverage that their greater size affords them, with the degree of flexibility common to successful smaller firms. The companies that do this best will become devastatingly competitive."
John Leggate, Group Vice President, Digital Business, BP

"In this far-seeing, logical and insightful book, Camrass and Farncombe have provided an invaluable analysis of technology-driven trends which promises to revolutionize the workplace."
Andy Eggleston, Vice President, E-Business Europe, Ford Motor Company

"Not content with a concise, hysteria-free analysis of the technology-inspired forces shaping our lives, the authors predict corporate future in some detail. Conviction futurism. Bravo! The idea that digital connectivity is the force causing organizations to break apart, and that Megacorp can no longer rely on gravity, is appealing if pardoxical. In this world only full digitzed organizations (large or small) will be eligible to playing the Atomic Business Olympics. The CIO is set to become Corporate Gold Medallist or unemployed."
— Peter Sole, CEO, The Research Board Inc. --This text refers to an out of print or unavailable edition of this title.


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Product Details

  • Paperback: 256 pages
  • Publisher: Capstone (May 9, 2003)
  • Language: English
  • ISBN-10: 1841121169
  • ISBN-13: 978-1841121161
  • Product Dimensions: 6.2 x 0.8 x 9.4 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #7,870,018 in Books (See Top 100 in Books)

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Format: Paperback

Atomic attempts to identify the future business construct based upon trends identified today. Camrass and Farncombe take the analogy of an "atom" that can become part of larger molecules to form value adding business structures. These are more agile and focused organisations than the monolithic businesses today. To their credit, they try to identify those "atoms" rather than just generalise:

* Smart Companies. Smart Companies "serve a broad industrial base, and are knowledge-based businesses capitalizing on skills in innovation" [p. 63].

* Webspinners. Webspinners source the suppliers from which the customer wishes to buy. "They own the relationships between suppliers and customers by improving the matching process across the value chain" [p. 64].

* Customer Managers. "The customer portal must capture, confirm, refine and constantly use the customer's views and experiences .... in suggesting offers" [p. 66].

* Asst Platforms. Asset Platforms are the atoms that actually "make" the goods that are offered by the above atoms.

* Service Platforms. "Service platforms will take responsibility for organizing common `processes' or all other atoms" [p. 68], such as pay, accounting, administration, etc.

* Portfolio Managers. "The principal competency of these atoms is risk taking. Portfolio owners will manage their atoms as a set of investments that are expected to produce returns, maintaining a mix of types of atoms that produces the right profile of risk and reward".

They move further than articulating their observations though, and even provide the characteristics that will make a winning "atom" in the future.
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1 of 2 people found the following review helpful By Kevork Effendi on December 8, 2001
Format: Hardcover
The Atomic Corporation is without a doubt a rational proposal for uncertain times. Authors Camrass and Farncombe use `chemistry' as the vehicle to explain their proposition and they do it very well. They show us `a universe within an atom'. They show us why mega corporations will be compelled to break up into smaller business units or `atoms' so that they can become more agile and adaptable to the demands of more powerful consumers. Corporations will devolve into complex and ever changing web of business-to-business connections or `molecules'.
In many ways, it supports and confirms our book: Ecosystem: Living the 12 Principles of Networked Business. We use `biology' as our vehicle, instead of chemistry. We both use stakeholder relationships in a holistic manner. We both focus on complexity and collaboration. Where we differ is in perspective. Camrass and Farncombe take the atomic (micro) perspective, whereas we take the ecosystem (macro) perspective and yet we reach not dissimilar conclusions. You cannot afford not to read this book.
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