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Opening Digital Markets (A Book Review)

If, like me, you review the Amazon.com site from time-to-time for the "latest" sources on how to make good business use of the Internet, you have probably come across the book entitled Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce. If you probed a little further, you may have noticed almost 20 reviews on this book -- and all of them are extremely positive. Words used to describe this book include "thorough," "comprehensive," "indispensable" and "practical." This week we examine Walid Mougayar's Opening Digital Markets to understand its contribution to the vast literature on electronic/Internet commerce.

Unlike many Internet books, Opening Digital Markets organizes its chapters in a simple sequence that assists readers in understanding the trends in e-commerce, the urgency in responding to these trends, as well as ways to take advantage of the trends.

At the same time, each chapter stands on its own without relying on the preceding chapters. Examples used to illustrate ideas are sparse and do not clutter the text. Rather, Mougayar demonstrates the real-world relevance of the book's insights by providing a comprehensive case study in each chapter. A detailed chapter-by-chapter synopsis of this book is also available.

Interesting appendices include a glossary of current e-commerce terms, key Web site addresses, contact information for international e-commerce organizations, and a description of Internet payment instruments.

Opening Digital Markets is a rare breed of business book; it is clearly and concisely written using straightforward language almost devoid of technical jargon. The author outlines his propositions at the beginning of each chapter followed by compelling arguments often enhanced by checklists, key questions and action steps. Without a doubt, the message is clear in Mougayar's writings: e-commerce is good; e-commerce is urgent; and e-commerce presents exciting new opportunities.

Few widely read Internet books come close to fulfilling the broad promises made on their dust jacket. But Mougayar is careful not to over-promise and under-deliver. While the book may not be a "cook book for profiting from electronic commerce on the Internet" it does provide a framework along with principles that can be applied in developing an informed Internet strategy. Finally, much of the text consists of long-established business and marketing models that have proven to be successful across industries, technologies and time.

Opening Digital Markets, with only a few imperfections, is a concise examination of how to approach, design and modify marketing strategies to take advantage of the Internet. At the same time, it is an easy read and a good review of proven business practices. There may be nothing terribly new here, but the presentation makes it more than worth the read.

Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce by Walid Mougayar (McGraw-Hill, 1998). ISBN: 0-07-043542-1

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