Amazon.co.jp
ここ数年、インターネットというビッグバンにより商業の世界は揺れ動いている。いまや電話番号やダンシングベイビー、ゴルフクラブやオーダーメイドのパソコンにいたるまで、ありとあらゆる物をネット上で手に入れることができる。こうしたWebサイトの中にはインターネット時代の到来に合わせてスタートを切った企業もあれば、コンピュータ市場というこの新たな現実に慣れようと努力はするものの、先に進めない企業もある。果たしてどちらが生き残り、どちらが滅びるだろうか。著者が答えようとしているのはそのことであり、インターネットという「原始スープ」を研究することで、最後に這い上がってくる勝者の特徴を見つけ出すことができるだろう。
『Digital Darwinism』（邦題『Eダーウィニズム』）の中で、著者シュワルツは勝者と敗者を分ける7つの戦略を挙げている。そのなかにはいざというときに力を発揮する「ブランド」の構築や、弾力的な価格設定、関連会社との提携、ビジネスのあらゆる面に電子商取引を溶け込ませる姿勢などが含まれる。シュワルツは自説を裏付けるために、すでにネット上での闘いを繰り広げている「ヤフー（Yahoo!）」「ピーポッド（Peapod）」「プライスライン（Priceline）」「E*トレード（E*Trade）」「デルコンピュータ（Dell Computer）」「レイ（Recreational Equipment, Inc.）」のような企業を多数分析している。このようなインターネット先駆者に対し著者はおおむね「不合理」という見解を持っているが、全体の合理化が進むことへの期待感も持っている。「電子商取引も何代かたつにつれ、さらに合理的な企業が現れ、非合理的企業は減り、ビジネスモデルとして適切な企業が増え、適切でない企業は減っていくだろう。将来インターネット企業などというものは存在していないかもしれない。インターネットの重要性が高まり、すべての企業がインターネット企業になってしまうからだ」と著者は述べている。
前著『Webonomics』（邦題『ウェブサイト・ビジネス・マネジメント』）同様、本書は簡潔で読みやすい。インターネットを早くから取り入れた企業の現状や株価、先の見通しに対する著者の分析は、特にダーウィンの進化論信奉者から怒りを買ってもおかしくない（？）内容ではある。経営者、投資家、電子商取引に関心のある人におすすめの本。
内容説明
Don't let the rapid evolution of the Internet economy leave your business extinct before its time. Here are the seven key strategies you need to keep your company alive, growing, and profitable.
The world of Web commerce is today's fastest changing business landscape--and companies that thrive in this cutthroat economic arena need to be smarter, faster, more innovative, and more adaptable than ever before. Natural selection is already occurring, weeding out the start-ups and online ventures that fail to keep pace with evolving technology and customer needs. In Digital Darwinism, Evan I. Schwartz provides an unprecedented look inside the highly competitive world of e-commerce, and distills seven critical strategies that Web-based businesses need to follow in order to survive in what is fast becoming a multi-trillion-dollar online marketplace.
Using entertaining, in-depth case studies of companies that have used surprising strategies to win customer loyalty and turn a profit, Schwartz explores why Web-based businesses succeed or fail and shows why more traditional businesses need to evolve along with the Web--or risk going the way of the dinosaurs. Drawing lessons from well-known consumer ventures such as Priceline and E*Trade, as well as business-to-business start-ups such as Instill and Band-X, Schwartz defines the pressing issues for all companies, such as online branding, creating the best package deals for your customers, making the most of your marketing affiliates, and--most importantly--how to integrate Web commerce into every aspect of your business. His seven strategies give you the nuts-and-bolts information you need to grow and stay one step ahead of the competition, whether you're launching a new Web-based venture, retooling a global enterprise, or simply looking for creative ways to supplement an existing business online.
With its cutting-edge analysis and concrete advice--including a series of "Executive Survival Guides"--Digital Darwinism is a must-have resource for anyone, from novice entrepreneur to corporate CEO, who hopes to succeed in the new Web economy.
The world of Web commerce is today's fastest changing business landscape--and companies that thrive in this cutthroat economic arena need to be smarter, faster, more innovative, and more adaptable than ever before. Natural selection is already occurring, weeding out the start-ups and online ventures that fail to keep pace with evolving technology and customer needs. In Digital Darwinism, Evan I. Schwartz provides an unprecedented look inside the highly competitive world of e-commerce, and distills seven critical strategies that Web-based businesses need to follow in order to survive in what is fast becoming a multi-trillion-dollar online marketplace.
Using entertaining, in-depth case studies of companies that have used surprising strategies to win customer loyalty and turn a profit, Schwartz explores why Web-based businesses succeed or fail and shows why more traditional businesses need to evolve along with the Web--or risk going the way of the dinosaurs. Drawing lessons from well-known consumer ventures such as Priceline and E*Trade, as well as business-to-business start-ups such as Instill and Band-X, Schwartz defines the pressing issues for all companies, such as online branding, creating the best package deals for your customers, making the most of your marketing affiliates, and--most importantly--how to integrate Web commerce into every aspect of your business. His seven strategies give you the nuts-and-bolts information you need to grow and stay one step ahead of the competition, whether you're launching a new Web-based venture, retooling a global enterprise, or simply looking for creative ways to supplement an existing business online.
With its cutting-edge analysis and concrete advice--including a series of "Executive Survival Guides"--Digital Darwinism is a must-have resource for anyone, from novice entrepreneur to corporate CEO, who hopes to succeed in the new Web economy.
