21 internautes sur 21 ont trouvé ce commentaire utile
Prof David T Wright
- Publié sur Amazon.com
Futurise Your Enterprise (FYE) is suitable for a wide audience especially those in business (or jaded technologists) wondering what all the Web-excitement is about. Students, consultants, and industrialists benefit from Siegel's approach that includes some visionary innovation, generic business applications (mostly synthetic/made-up), and a large concentration of charisma and energetic drive.
The crux of the message is for greater (don't be half-hearted); keep customer focus, especially through energising and actively encouraging open contributory communities for product development and marketing; view the Internet as a dialogue, a conversation, and not a "new channel for distribution"; and continually monitor, learn, and adapt your approaches in an ever-changing business world. The themes of globalisation, greater and faster collaboration, and the dynamic flow of information and relationships underpinning these hypotheses apply equally to research, consultant and recreational communities.
Supplementing the main text are numerous sidebar lists of "e-cancers" to watch out for in your organisation indicating areas of urgent concern e.g. "when the company's budget for copiers exceeds the budget for networking"; or "when employees get more voice mail than e-mail" (there are dozens more similar gems of prototypes, and predictions. The principle section discusses the necessary background and deals with the need for urgent action, common web strategy failures, e-business and e-customer, and the truth economy. The practice around, the customer-led web site, the customer-led company, cyber synergy, and navigating the new world. The prototype section presents largely store, magazine publisher, steel fabricator, real estate clearinghouse, book superstore, software company, bank intranet, and drug manufacturer. Finally, the prediction section presents an attractive automated, less bureaucratic view of the future through the eyes of different prospective the moviegoer, the frequent flier, the student, the lawyer, the patient, and the reputation consultant.
A particularly powerful scenario is that of the universal personal web site that everyone will have in 2010 (even the less-Web connected developing countries), which contains information in 7 areas at 6 security levels facilitating streamlined completion of all manner of business and personal matters through timely integration Worldwide of relevant information sources and sinks, and autonomous active acquaintance/colleague, friends/family, spouse, and self. The subject haves, and wants. Such a site supports medical emergency response, organising loans and mortgages, buying and selling goods, voting governments, and almost every transaction that nowadays involves many different systems, bottlenecks, and delays.
A key strength of FYE is that it successfully presents both a basic framework (e.g. background, action steps, prototyping, and customer scenarios) at a level detailed and exciting enough to proceed towards implementation with.
FYE is readable, enthusiastic in tone, relatively complete in vision, supported by anecdotal evidence and reason, well presented with charts and illustrations, and is delivered at an appropriate level for the generalist business/technology audience- truly enough to make you want to start energising your current workplace and setup "pure-play" web-based lateness of the heavily promoted companion web-site; gaps in the 'strategic futurising tools' (the basis is narrative with customers and little else); and the lack of support (either by reference, or full logical reasoning) for many assertions made which all reduce the book's credibility- would you commit your company's future on the basis of a 'glossy brainstorm'?
Three How to Create a Profitable Business Strategy for the Internet and Beyond" by Seybold et al (1998) which identifies 5 key steps in success in e-commerce, using 16 case studies and summarising current best practice. * "Enterprise.Com- Market leadership in the Information Age" by Lotus CEO Papows et al (1998) which examines the way organisations, market, the nature of competition, and global society are driven by advances in technology, including IT. *"Net Gain- Expanding Markets Through Virtual Communities" by Hagel/Armstrong (1997) proposing that future business success will depend on using the Internet to build communities (not just relationships) leading to phenomenal customer loyalty and high profits.
Overall, the reviewer recommends FYE as a suitable text to help quickly build up a positive picture of possible future web-enabled business and society scenarios. FYE is very suitable as a companion to one of the many change or operations management texts, which include a wide range of rigororus detailed methodologies supporting change towards "the customer-led Web revolution". END