The effects of the online revolution are being felt far beyond Silicon Valley, and now all businesses -- from start-ups to established companies -- face "survival of the fittest." A company or product can be an industry leader one moment and obsolete six months later. Entire industries, ranging from computer sales to stock trading, are being thrown into chaos as consumers and businesses shift buying patterns to take advantage of the convenience and cost savings that are available over the Web.
For companies, this pressing need to continually create new, different, better products to stay one step ahead of the competition defines the new reality of business today, the world of "HyperWars." To stay afloat, business managers need practical guidance, and they need it fast. Drawing on extensive research and his pioneering experience in e-commerce, industry innovator Bruce Judson outlines eleven practical strategies for thriving in this hypercompetitive environment. Including "Use the Internet as the World's Most Sophisticated Telephone" and "The Magic in 'Free,'" these visionary strategies are illustrated with hundreds of examples of Internet initiatives real companies -- from pool suppliers to major businesses like Cisco and Chrysler -- are implementing today. Not just for companies selling products over the Web, HyperWars explains how the Internet can and must be incorporated into all of a business's operations, to do everything from cutting procurement, marketing, and communication costs to deepening customer relationships.
Both a wide-ranging analysis of the massive changes the Web is bringing to all industries and a crucial, groundbreaking redefinition of business strategies, HyperWars provides readers with the essential tools they need to survive and profit in the new competitive era.
The Web is changing the business landscape in fundamental ways. Judson (Netmarketing) has seen much of the turmoil at close range, having been a cofounder of Time Warner's Pathfinder, one of the first major corporate Web sites. His report from the front lines adds detail and anecdotes to the general knowledge that most of his readers should already have: that the Web is a virtual marketplace where comparison shopping is almost effortless, geographic boundaries are irrelevant and the pace of activity is faster than anyone could have imagined even five years ago. If the first phase of the commercialization of the Web saw the birth of new types of businesses (like Amazon.com and Yahoo), Judson predicts the second phase will be all about the impact of new online approaches on traditional brick-and-mortar businesses. Supplementing his own experience at Pathfinder with hundreds of interviews, Judson boils down his knowledge to some pithy words of advice presented as 11 "survival strategies." Although such phrases as "Speed Is Everything" and "Market Relentlessly" are generic business strategies, Judson goes beyond them. For example, he points out how Internet technology enables businesses to offer consumers value-laden incentives but also alerts neophytes not to give away the farm. Judson also includes a "Battle Plan" at the end of the discussion of each of his 11 strategies, which should be most useful to those contemplating Web launches. Thoughtful, provocative and honoring common sense, Judson's book may, in fact, end up helping the people it initially scares the most.