Chapter 2
Butterflies springing from nowhere
Shifting the balance of power on Internet
What about ordinary companies ?
Your scientific mind, anxious to understand the variety
of different species which make up Internet, has certainly
noticed that amongst the subjects studied in the context
of this introduction, there is not a single mention of
a famous brand name from the real world, although these
latter are also well represented on Internet by classic
sites or stores.
Is this negligence on my part ? Or perhaps a lack of
time ? Or simply a lack of knowledge ?
In order to understand, we must look back to the original
perspective of this study : the aim of this observation
was to throw up some typical examples of the newly emerging
economy. Thus, the number of big companies which succeed
on Internet is fairly limited, and it is very difficult
to separate the part of that success linked to the company's
established activity (its reputation and financial solidity)
and the part due to the relevance of its Internet strategy.
But above all, very few big companies succeed in playing
their cards right on Internet. There are a few exceptions,
but as a general rule the big companies are hardly visible.
In any case, not visible enough, bearing in mind the sums
they have invested.
Is this simply a question of delay, the fact that the
big companies have only slowly understood the commercial
potential of Internet ? Is it because at least here in
France, their Internet budgets represent the cost of just
a few company cars ? Is it because they consider Internet
to be not sufficiently mature for the mass market they
seek ? These are the simple explanations offered by established
but out-of-date consultants, who don't understand the
current challenge.
Unfortunately, the question is a little tougher : it
calls into question the economic models on which these
businesses are built. Nearly all Internet's success stories
are virtual companies, born out of the digital economy.
They have the qualities to succeed : an understanding
of added value in a virtual context, reactivity, agility.
One word sums it up : agiligence.
next: The "classicals"
failure
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