The Art of .COMbat: Ancient Wisdom for the Competitive Economy: Shawn P. McCarthy
Drawing upon classic battlefield principles first espoused more than 25 centuries ago in The Art of War, Lycos product manager Shawn McCarthy has created a contemporary framework that adapts many of its most timeless tenets for today’s wired business world. McCarthy’s aptly titled update, The Art of .COMbat, outlines what he describes as “an entirely new way of understanding and managing the cutthroat context of the new economy, the internal structure of the new company, the urgency of new customer demands, and the new economy’s fiercely competitive climate.” Divided into three sections (Basic Training, Preparation, and Going into Battle), it examines various ways that cutting-edge firms are already using the Internet successfully–and, with help from the legendary Sun Tzu, pinpoints how similar benefits might best be attained. Tying the old to the new, McCarthy discusses specifics such as trimming fat from supply chains, integrating the Internet into all activities, gaining customer loyalty by delivering value, and challenging conventional notions of time. By modifying ancient advice like “what you attack is not the enemy, but the enemy’s strategy,” he turns the proven wisdom on its head and makes it even more relevant for the new millennium. –Howard Rothman
From Booklist
McCarthy, a Lycos, Inc., manager and Internet consultant, offers new rules of combat in understanding the internal workings and competitive nature of the e-world, using as a framework ancient lessons from the famous Chinese general, Sun Tzu. The author sorts out the best of the e-business world’s proven guidelines on strategy, offering examples and details on how tactics can be applied by assessing the landscape, strategizing against or with the competition, doing battle while keeping your long-term goals in place, and understanding the infrastructure of the new Internet marketplace. Section 1 involves a situation analysis of yourself and the Internet environment, section 2 focuses on strategy and competition, and section 3 deals with timing and access to communities, markets, people, customers, ideas, and solutions. McCarthy concludes with his view of which markets will eventually evolve, and he offers ideas for potential business ventures. This is a timely and thought-provoking view of the Internet age, its challenges and opportunities. Mary Whaley
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