By Philip & Thomas S. Wurster Evans

Richness or succeed in? The trade-off was once easy yet absolute: your enterprise process both may possibly concentrate on 'rich' details - personalized services adapted to a distinct segment viewers - or may possibly succeed in out to a bigger industry, yet with watered-down info that sacrificed richness in want of a huge, common attraction. a lot of industrial method as we all know it this present day rests in this basic trade-off. Now, say Evans and Wurster, the recent economics of knowledge is putting off the trade-off among richness and succeed in, blowing aside the rules of conventional enterprise approach. "Blown to Bits" finds how the unfold of connectivity and customary criteria is redefining the knowledge channels that hyperlink companies with their consumers, providers, and staff. more and more, your clients can have wealthy entry to a universe of possible choices, your providers will make the most direct entry for your consumers, and your opponents will decide off the main ecocnomic elements of your worth chain. Your aggressive virtue is up for grabs. to organize company executives and marketers alike for a basic swap in company pageant, Evans and Wurster extend and light up groundbreaking suggestions first explored within the award-winning "Harvard company overview" article "Strategy and the hot Economics of Information", and current a pragmatic advisor for making use of them. Examples span the spectrum of industries - from monetary prone to well-being care, from shopper to commercial items, and from media to retailing. "Blown to Bits" exhibits the best way to construct new options that mirror a global within which richness and achieve cross hand in hand and the way to utilize the recent forces shaping aggressive virtue.

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With analog technologies, there is a qualitative barrier between the standards for transmitting information and the standards (if any) for the content being transmitted. The formats and protocols for a fax machine (transmission) and for the document being faxed (content) have no relation to each other. Dial tone has nothing to do with the content of phone conversations. But when content is digital, there is no such barrier. Standards established at one level can serve as the basis for standards at a higher level.

But Bruce, and the extraordinary professional community he built, did teach us to aspire. Page 1 1 A Cautionary Tale In 1768, three Scottish printers began publishing an integrated compendium of knowledgethe earliest and most famous encyclopedia in the English-speaking world. They called it Encyclopaedia Britannica. Since then, Britannica has evolved through fifteen editions, and to this day it is generally regarded as the world's most comprehensive and authoritative encyclopedia. In 1920, Sears, Roebuck and Company, an American mail-order retailer, acquired Britannica and moved its headquarters from Edinburgh to Chicago.

John managed two unruly authors through the painful process of meeting deadlines. Ben Burnett, Deborah Ellinger, Stuart Grief, Joshua Rymer, and Lynn Segal contributed their deep expertise on financial services. Michael Hansen, Peter Lawyer, and Alex Page xiv Nesbitt corrected our naive initial beliefs about health care. Ranch Kimball, Arnon Mishkin, and Craig Moffett provided us with helpful insights into the media industries. Neil Monnery, David Pecaut and Michael Silverstein shared with us their deep expertise on retailing.

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