You're feeling smug. Your business's Web presence is running smoothly, and you're working to keep it that way.
Or, you're panicked. You haven't made it to the Net yet, and your competitive edge is slipping away. In either case, you may find some helpful and profitable strategies in "InstantAdvantage.com" by Steve Kirchoff and Stephen Mendonca (Prentice-Hall PTR, $39.99, paperback).
This book, by two e-commerce veterans, takes a well-balanced, four-part approach to the complexities of entering the online economy and staying there.
Indeed, getting a business online is barely half the battle, they emphasize. "With the advance of Internet technologies and [their] many applications, someone is always ready to supplant your enterprise in the marketplace." To stay ahead, you must: keep developing and seizing new opportunities; keep applying the latest and most effective technologies; and successfully integrate your business and information-technology strategies.
"InstantAdvantage.com" is aimed at CEOs, CFOs, CIOs, and IT managers. But corporate foot soldiers and entrepreneurs can profit from it, too.
In Part One, the authors explain how the Internet has turned traditional sales models inside out with surprising swiftness. "In the online world," they note, "the customer [now] is king." Sales pitches are obsolete. "The routine sales process, controlled by the seller, has no validity in the digital economy."
Part Two focuses on online strategies and, at first, seems badly structured. It delves into how to seize market opportunities and become your customers' advocate. Then it explores how to reinvent your enterprise and integrate your business and information-technology strategies. Finally, it discusses how to begin transforming an existing company into an e-enterprise.
What's the logic behind this apparently backward approach? The global economy keeps evolving faster than many businesses are changing. So the key, the authors say, is to start meeting online customers' needs now, then revamp your business quickly for long-term staying power.
"The old way of IT deployment was plan, execute, check, fix, and improve," they point out. "The new mantra is execute, check, fix, plan, and improve. You cannot wait for long-term planning."
Part Three begins with a vague title: "Best Practices in the Digital Economy." However, the underlying drumbeat for 24/7 service quickly becomes clear as a wide range of essential topics are addressed, from standards-based online infrastructure and Web-content management to enterprise portals and storage systems.
"What works best in the digital economy is an approach that is governed by customer engagement or by an analysis of value chain requirements," the authors write. In other words, bring agility and continuous service to the marketplace, or you'll soon be toast.
The book's final part, "Internet Pioneers," features "online stories of new and established enterprise players." The focus is on lessons learned. But watch out for some unabashed testimonials for Compaq servers and Microsoft software.
In the authors' view, the online economy's future is both promising and unforgiving. Keep thinking flexible, highly scalable, fast-and nonstop.
If you can make those happen, you can seize the market high ground and hold it.
