"Now or Never" is about reaching consumers - internet consumers - and the vision and strategies required to ensure existing companies will continue to thrive and succed in the years ahead. The dot.com crash may have removed large numbers of start-up enterprises, but it has not diminished the ever-growing number of consumers spending money on the Internet. Consumers are moving to on-line purchasing - but in consumer-time rather than dot.com-time; a transition that may take ten years. There is no doubt that this transition will happen. Based on comprehensive primary research, this study sets out the strategic imperatives for winning in the Internet. It is up to each individual company to act on them. In the battle for Internet consumers, it's Now or Never.
Table of Contents
Part 1: Understanding Internet Consumers 1. Why consumers buy on-line 2. Using technographics to target Internet consumers 3. Reaching early adopters 4. The battle for the mainstream 5. Avoiding the laggard trap Part 2: Exploiting Internet Business Models 6. The Internet's impact on competition 7. What makes Internet business models so difficult 8. Creating company value Part 3: Defying the Gravity of the Old Ways of Doing Business 9. Thriving on technology change 10. Coping with Internet channel conflict 11. Funding, organisation, and leadership The will to win
Mary Modahl is an internationally regarded consultant on Internet strategy and electronic commerce and is an influential and often quoted analyst. She has been profiled in the Wall Street Journal and Wired magazine and has appeared as a guest on CBS, National Public Radio, CNN, and CNBC. Previously she was Vice President of Marketing at Forrester Research. She graduated from Harvard Business School in economics. She lives in Concord, Massachusetts with her husband and two children.