Top*Four index 1999
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Int'l Data Corp.
Ernst & Young
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All That Jazz.|
(intro) In Bob Fosse's movie "All That Jazz" (1980) a dying theater director is trying to refuse the Great Equalizer reaching him. Businessmen try doing the same with the Internet's threat. Entrepreneurs pass a 6-stage tour on before they accept to have their business connected. Objections are into brackets.
Stage 1 -Wrath.
"We have just reinforced our salesmen" says one businessman "we prefer the human contact. So don't bug me with such a thing wasting my money. I'll be damned if I do!".
[Middlemen don't vanish with e-commercing, they sure will change. For solutions in a working reality, see IBM e-business (1)].
Stage 2 -Refusal.
"The Internet is just a fad" says another businessman "and surely it doesn't matter with our customers and in our area of business".
[Nothing to dispute if he managed an ice cream shop. But does he? For examples of global research with local content, International Data Corp. (2)].
Stage 3 -Despair.
"Are our competitors over the Internet?" someone is now asking "Shut up already, there's big hurry but the Internet is just too expensive!". And probably all the staff is ever too busy.
[Things are changing as the decision making on e-commerce is switching away from EDP department to business managers].
Stage 4 -Dealing with.
"The Internet is too young and not many people are purchasing on-line. We won't be behind the times when they are mature!" a businessman promises the times are really oncoming. When does he exactly think? Time-out.
[E-commerce is a learning process and the experience of it is a competitive advantage. For the 2º annual Internet shopping study, Ernst & Young (3)].
Stage 5 -Resignation.
"We tried a web site but there's no way for small-sized business like us to be noticed!". The initial web experience is never so righteous as it should be. Do you ever really try?
[Options for every business level are available to e-commercing. For one of the worldwide platforms managing the e-commerce, Intershop (4)].
Stage 6 -Acceptance.
"We use the web regularly and we couldn't do it better than today" the boss says and you can trust him. He keeps thinking the Web isn't significant in business. But his son has got the Internet and the businessman plays possum. Peace!
(outro) All characters portrayed in this examples are fictitious, any resamblance to actual persons living or dead is purely chance.
©1997-2000 Roberto Dondi - DMLR
1st outlined: [June02/1999]
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