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Blown to Bits: How the New Economics of Information Transforms Strategy, by Philip Evans
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The new economics of information is blowing apart the foundations of traditional business strategy. According to Blown to Bits, your business definition, industry definition, and competitive advantage are simultaneously up for grabs. Evans and Wurster argue that with the spread of connectivity and common standards, your customers will increasingly have rich access to a universe of alternatives, your suppliers will exploit direct access to your customers, and focused competitors will pick off the most profitable parts of your value chain. With an uncompromising clarity and vivid examples, Blown to Bits is targeted squarely at today's practicing business and corporate leaders. This groundbreaking book shows how to build new strategies that reflect the new economics of information, and explains how to take advantage of the forces shaping today's competitive advantage.
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Product details
Hardcover: 288 pages
Publisher: Harvard Business Review Press; 1 edition (September 19, 1999)
Language: English
ISBN-10: 087584877X
ISBN-13: 978-0875848778
Product Dimensions:
6.5 x 1 x 9.8 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
4.0 out of 5 stars
50 customer reviews
Amazon Best Sellers Rank:
#1,403,819 in Books (See Top 100 in Books)
Many times we hear the axiom "Adapt or Die" thrown around in business books. But Evans and Wurster show that this has never been more true than now under the Internet Economy. Some of their observations are called into contemplation with the contration of the economy, but the heart is still applicable today. The authors show how the changes of the "new economy" affect all levels of the supply chain and the decisions that businesses must make to keep profitable. They give a graph and a concept to the tradeoff of reach vs richness that we may understand but not always see in our business.A must read for anyone who is running a business today, and wants to expand or at least keep their profitablity.
Pretty good reading.
"Blown to Bits" is a book about the "new economics of information technology" and its impact on businesses. The "morals" of the story include the fact that traditional business entities are increasingly being destroyed by newer and technology-based competitors. The destruction is happening because some old-style firms, after years of dominant positions in the market, have rested too comfortably on their laurels, unaware of emerging competition. Other firms are simply locked-in old technologies either because their investments are irreversible, or because changing old models of doing business may hurt stakeholders without guaranteeing future success.The preceding statement suggests the difference between the "economics of information" and the "economics of things". Things and information are wed, but the marriage is fracturing, signaling an impending separation. The separation brings things and information is sharp competition, which increases the market value of information and tends to reduce the market value of things. The ensuing tradeoff between the quality of information (richness) and the quantity of information (reach) determines technical capability (production possibilities curve). However, with the value of information rising relative to the value of things, it becomes easy for "enablers" such as internet connectivity and standardized dissemination to shift the production possibilities frontier outward. The shift represents deconstruction defined as the "dismantling and reformulation of traditional business structures" (p. 39).The flow of information in deconstructed enterprises is decentralized and orderly chaotic, rather than hierarchical. The benefit of deconstruction is the shifting out of the richness-reach tradeoff constraint; the corresponding cost is vulnerability and how to assess the level of vulnerability. Here the book does a good job of discussing possible outcomes, all of them indicating that deconstruction poses significant challenges for the incumbent.As deconstruction succeeds, both richness and reach increase, which in turn permits disintermediation. So-called "navigators" replace traditional intermediaries which tend to reduce information, but with internet access and speedy information delivery, consumer surpluses rise. This is evident from the PC industry where consumers have gained as sales have shifted from the salesperson, to local superstores, to telephone orders, and now internet shopping.Again with complete deconstruction competition comes to stand on three legs: richness and reach of information, and affiliation with consumers. Here dedicated communication lines replace old-style communication hierarchies. Intermediaries vanish and opportunities for outsourcing increase with all the pros and cons this implies. Moreover, once we change the supply chain, changing the organization is a natural consequence. The effect of organizational change on richness, reach, and affiliation has important implications for ownership, risk profile, control, as well as employment. Whether such implications are good or bad depends on the response of a business to organizational change. The author offers interesting concepts here like fluidity, flatness, and trust.The book concludes with a brief chapter on what is needed to manage the deconstruction programs: new principles and new leadership.This is clearly a creative effort - although it occasionally sounds preachy. Some examples like how Dell (the company maker) dealt with change are perfect; other examples like Silicon Valley may have been good during the dotcom years. By "new economics of information technology" the book really means "new business of information technology". If I am correct, it is easy to understand why the book does not mention groundbreaking work on the economics of information by Nobel Prize economists like Joseph Stiglitz, Michael Spence, and George Akerlof, even where it refers to information asymmetries. Regardless, I would still recommend this book.Amavilah, AuthorModeling Determinants of Income in Embedded EconomiesISBN: 1600210465
Traditionally, companies have had to focus their information strategy on either richness or reach.Richness is a measure of the quality of the information. Richness concerns six aspects of information:· Bandwidth: how much information can be moved in a given time.· Customization: the degree to which the information can be personalized.· Interactivity: the level of exchange possible between groups of people based on the size of the group.· Reliability: reliability of information decreases with an increase in the size of the group in which it is exchanged.· Security: a measure of the sensitivity of the information.· Currency: a measure of how up-to-date the information is.Reach is the number of people exchanging information. In traditional business, companies have had to compromise, sacrificing richness for reach, or reach for richness. However, the advent of the Internet, say the authors, has blown this traditional understanding of managing information to bits.The compromises and trade-offs that existing companies have had to make between richness and reach, make them vulnerable to new competitors who are able to utilize the internet to step entirely outside of the richness/reach dichotomy. Until recently it has been impossible to share very rich information with as many people as one likes. The Internet has radically altered this equation. The consequences of unbundling information from its carrier, however, can be devastating for existing industries. The authors call this process Deconstruction. They outline four steps to understanding how deconstruction will play out in a particular industry:1. Examine how informational economics shape your industry.2. Consider how new technologies can shift those existing structures.3. Analyze how the various players in the business system could create economic value as a consequence of those changes.4. Lead the transition from the old business to the new one.
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