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Title:
Mastering the Digital Market Place
Review:
The digital marketplace is one governed by information. It is part
of an economy which contrasts with an agrarian, industrial or
consumer economy. Information and the ways it is collected, stored,
used, shared, protected, bought and sold, is destined to become the
central economic principle of the future.
Focusing on intelligent products, markets and organizations, Aldrich
illustrates what it means for such things to be intelligent. It's
how information and knowledge is brought to bear on the development
of products that gives one establishment competitive advantage over
another. That includes information about what customers want and
what saves them time, not just the more traditional factors of price
and quality. Products are intelligent if they are developed in the
right information environment.
Companies now operate in a market which depends more on collaboration
and co-operation, on sharing ideas and employing new divisions of
labour, and one which shuns the formerly ubiquitous corporate
secrecy. New markets are created by those who understand how the
digital marketplace works, those who understand the networked
economy.
This new emphasis on information and knowledge means that successful
organizations will be the ones which decide correctly what actions it
is competent to carry out and what actions would be better performed
by others. The digital marketplace is not an alternative, or
something you can opt into or out of.
It's a little hard to characterize the category of book that this
falls into. It is written by a man with good credentials, a man who
knows his subject through years of experience. Yet the way it is
laid out doesn't suggest that it was intended to be a text book.
Given these considerations, I found the book long and the information
it contains rather dispersed and repetitive. Others may not find
this, but I do recommend ignoring the preface completely.
Free Pint Reviewer:
Simon Collery has been involved in editorial and research work for
the electronic media for a number of years, working for AND Data
Solutions, Oxford, and the Oxford English Dictionary Project. One of
his primary interests is the use of the Internet as a serious
research tool and a source of free, reliable information and software.
He works for Free Pint full time in the business development team.
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