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Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy





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About the book:

Over the last few years, the big bang of the World Wide Web has shaken the realm of commerce. Today on the Internet, you can get everything from phone numbers and dancing babies to golf clubs and custom-built computers. Some of these Web sites are businesses that found their genesis in the advent of the Web itself, while others are longstanding companies trying to adapt to the reality of this new digital marketplace. Who will survive and who will be rendered extinct? That's what Evan I. Schwartz tries to answer by dipping into the Internet's "primordial soup" to discover the characteristics of the winners that will eventually emerge.

In Digital Darwinism, Schwartz identifies seven strategies that will separate the winners from the losers. These include building a brand that stands for solving something, elastic pricing, affiliate partnerships and integrating digital commerce with every aspect of business. Schwartz buttresses his arguments with analysis of dozens of companies already competing on the Internet, including Yahoo!, Peapod, Priceline, E*Trade, Dell Computer and Recreational Equipment, Inc. Schwartz views these early years of the Web as largely "irrational," but anticipates a general rationalisation. He writes: "As each successive generation of Web commerce passes, there will be more rational companies and fewer irrational ones, more fit business models and fewer unfit ones. In the future, there may be no such thing as an Internet company. The Internet is becoming so important that all companies will eventually become Internet companies."

Like his previous book, Webonomics, Digital Darwinism is succinct and easy to read. His analysis of the current state of Internet start-ups, their stock prices and their probable fate is provocative, especially when viewed from a Darwinian perspective. For managers, investors and anyone interested in Internet commerce. Recommended. --Harry C. Edwards,

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