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サンプル サンプル
これまでのビジネスのやり方は終わりだ: あなたの会社を絶滅恐竜にしない95の法則 単行本 – 2001/3/1
購入オプションとあわせ買い
- 本の長さ301ページ
- 言語日本語
- 出版社日経BPマーケティング(日本経済新聞出版
- 発売日2001/3/1
- ISBN-104532149029
- ISBN-13978-4532149024
商品の説明
メディア掲載レビューほか
インターネット上では電子掲示板などを介して,実に多彩な意見交換や議論が行われている。企業や製品に関する議論も当然あるが,多くの企業は知ってか知らずか議論に加わることはない。それがどれほど企業に対する不信感を高めているか,考えたことがあるだろうか。
本書は,そのリスクの大きさを事例で実証し,企業がとるべき道を提言した。骨子の一つは,「広報など一部の部門以外による対外的な発言を禁じている企業は滅びる。それを避けるにはネット上の議論に対して,従業員が自由に発言できるよう奨励策を採れ」というもの。インターネットが企業に及ぼす影響を深く考察した第1章「インターネット黙示録」は,特に読みごたえがある。
(日経コンピュータ 2001/05/07 Copyright©2000 ブックレビュー社.All rights reserved.)
-- ブックレビュー社
内容(「MARC」データベースより)
登録情報
- 出版社 : 日経BPマーケティング(日本経済新聞出版; New版 (2001/3/1)
- 発売日 : 2001/3/1
- 言語 : 日本語
- 単行本 : 301ページ
- ISBN-10 : 4532149029
- ISBN-13 : 978-4532149024
- Amazon 売れ筋ランキング: - 1,514,583位本 (本の売れ筋ランキングを見る)
- - 1,005位企業革新
- - 83,236位投資・金融・会社経営 (本)
- カスタマーレビュー:
著者について
著者の本をもっと発見したり、よく似た著者を見つけたり、著者のブログを読んだりしましょう
著者の本をもっと発見したり、よく似た著者を見つけたり、著者のブログを読んだりしましょう
著者の本をもっと発見したり、よく似た著者を見つけたり、著者のブログを読んだりしましょう
著者の本をもっと発見したり、よく似た著者を見つけたり、著者のブログを読んだりしましょう
カスタマーレビュー
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コミュニティガイドラインに違反するAmazonアカウントはブロックされます。また、レビューを購入した出品者をブロックし、そのようなレビューを投稿した当事者に対して法的措置を取ります。 報告方法について学ぶ
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トップレビュー
上位レビュー、対象国: 日本
レビューのフィルタリング中に問題が発生しました。後でもう一度試してください。
著者たちは、この図式が現実社会ですでに崩れ始めているさまざまな兆しについて語っています。 ビジネスの論理がどうあろうと、私たちは人間的な会話なしでは生きられません。 興味深いことに、近代的な組織化された (institutionalized) やり方を無視して、それぞれの関係者が枠組みの外側で個人として活動したときにより意味深い顧客満足が提供できるというパラドックスがここにあります。 一つの例 - 自動車のトラブルにかんする販売店 A の対応についてネットの掲示板で苦情を述べる人に対して、販売店 B の現役技術者 C が個人として販売店 A の立場を代弁し、心理的サポートを提供。 この場合、販売店 A/B は技術者 C が顧客満足に向上していることを知りません。 ネットの掲示板では個人としての肉声がとびかいますが、伝統的なビジネスはこれを管理も奨励もできません。
ネットで顧客と提供者がより緊密につながると、組織化された (organized) 言葉でしか話さない人たちからは顧客は離れていくでしょう。 今日の「プロ」とか「ビジネス」の意味の根本的な社会的変化をここから感じることのできる人たちに、私はこの本をお勧めします。 (原著の英語は、ユーモアとウィットあふれる、簡潔で読みやすくテンポのよい口語調ですので、口語体のアメリカ英語を勉強している人にもお勧めです。)
他の国からのトップレビュー
So finding the on-line Cluetrain Manifesto last year was a real pleasure. Here were these four guys with 95 wild-eyed idealistic theses for overthrowing the business world order--and setting up a new paradigm based upon (of all things) human interaction and conversation. I signed right up.
So you can imagine my delight when I found "The Cluetrain Manifesto" book had been published. I bought it in a millisecond.
Inside, you'll find the reflections of the Cluetrain's originators--in more detail, with more reflection than their Website provides. The Manifesto's background and philosophies are brought into a clearer focus--*not* crystal clear, mind you, but clearer than before. And it's a *very* enjoyable and provocative read.
It's not a flawless work. There's redundancy, for example, in the multiple essays within. Some chapters (Chapter 1 especially) are outstanding, others are so-so. One might even be called elementary. But there's always food for thought.
And don't expect to find some kind of "formula" or "strategy" or "plan" to prosper in the brave new world we live in. It's not there. In fact, such a plan, the authors remind us, would be *counter* to the Manifesto's assertion that honest human conversation is the key to success in the future.
But you will be stirred to find your voice and to add it to the voices of the revived marketplace called the Internet. Heck, you might even be inspired enough to try to help your company find *its* honest, human, authentic voice (rather than brochureware and doublespeak). And I think that's what would delight the Cluetrainers most.
This book is one of several that dramatically affected my life and career. I heartily recommend it!
Main premise: Until the late 1800's/early 1900's the world mainly traded as an agrarian society. Markets were local meaning we traded in our own village and local societies. Markets like these were very personal. With the onset of the industrial age, markets became impersonal and markets were spoken to in masses through large advertisements and other one-way mediums. Today, the world is turning into a mass-agrarian society. Through technology and transportation the world is becoming small and advertising has become two-way meaning the consumer has a voice. Great for the consumer. Challenging for the marketer. Marketing to niche portions of the population requires carefull thought and creative mediums.
Review of content: While several points are made repeatedly, the reader definitely connects with the main points and logic. These authors do an excellent job highlighting the situation and creating the recipe market in this new environment.
More pointedly, however, the firm is not dead, nor is business-as-usual banished to bad old pre-wired days, as they wishfully proclaim. Let us examine the logic of their claims.
Free markets fail in three ways. First, there are never an infinite number of buyers and sellers. Even commodity markets are comprised of a finite number of individuals.
Second, there is never perfect knowledge among all traders.
Third, markets ignore externalities. These are the costs and benefits that do not enter the pricing mechanism; goods taken from (or given to) the commons. Unregulated markets allocate to the commons fewer resources than would be pareto-efficient. As Ronald Coase (Nobel prize, economics) pointed out, when all parties affected by the commons are able to negotiate - especially when catalyzed by their rights as set out in the law - efficient outcomes can be approached. These externalities are brought into a market constituted of collective entities.
The efficiency of a Coasian market is limited by the costs of organizing, negotiating and coming to an agreement. These costs are highest when many independent parties share the costs and benefits of the commons. Furthermore, this process breaks down to the degree that free riders prevent (or at least, undermine) collective bargaining, which is seen by Coase as another kind of transaction cost. Hence there are limits to the degree to which Coasean bargains can bring externalities into a pricing mechanism.
Ronald Coase showed that firms exist because groups are able to achieve some ends more efficiently than free markets. When groups of people get together to pool their resources and bargaining strength, they are effectively decreasing the transaction costs associated with making a Coasean bargain. The legal structures that make modern corporations possible (conventions such as limited liability, for example) decrease the transactions costs of organizing. Read John Roberts, "The Modern Firm", published by Oxford University Press, for an outstanding discourse on the where, when, why and how choices that managers of firms must understand in order to succeed. The firms that get these right are not about to disappear.
The Internet enables market mechanisms to function more efficiently.
First, the Internet increases the number of traders. Markets that were once local are now global.
Second, it provides more and better knowledge of the competing goods being offered and the relative prices of all possible trades. It does not always do this; most of us are aware of the vast volume of disinformation out there. Nevertheless, it often does this.
However, this does not alter the other mechanism responsible for market failure which the Internet leaves more or less untouched: That markets ignore externalities not internalized because of high transaction costs. And that Coaseian bargaining is depressed when free loader problems appear. That is why we need governments, police, law courts, partnerships, corporate entities, copyrights and patents; and we need methods of management for all of them.
Indeed, the Internet is itself a victim of these market failures. That is why we have spam, viruses, worms, spyware, phishing and so on. The transaction costs associated with getting everyone who suffers from spam to negotiate with the spammers is impossibly high, so high that the bargain shall never be made.
However, the situation is not as hopeless as I have sketched. The Internet can be used to broker some Coaseian bargains not otherwise possible. This is what Google does, by connecting merchants preferentially to potentially interested customers; Amazon, too, by coordinating the opinions of many disparate buyers in the on-line reviews. One can call this a "conversation", and that is an attractive trendy phrase, but that misses the logic of how and why it works.
By failing to understand the logic of the Internet and the market place these authors have failed to show how the social and business innovations it has brought are changing the world in which we live. We are not standing on the lip of a revolution in human affairs; rather it is a rapid evolution according to well established economic principles.
Now, let me turn to style. We read: The point is what this latest technological wonder brings back into the world: the human story. A story that stretches back into our earliest prehistory. A story that's been in remission for two hundred years of industrial "progress."
The scare quotes are not mine. And this is flatulent nonsense; not only in the literal sense that prehistory is by definition the epoch before which the earliest `stories' are known, but in the suggestion that modern history is not a human story. Markets are about people making choices. Progress is about improvements in the human condition. Industrial activity is as quintessentially human as any activity taking place on this planet.
We read, for example, "Oh the new computer was nice and the usual customers would buy it, but the larger market ... could care less." The author means "...could NOT care less."
We read, "But an editor would rather insert a crab in his butt than a press release in their publication." So, is "an editor" a new kind of royal plural, or should that be "his (or her) publication"?
The book is crammed with this kind of illiteracy and poor copy editing. These errors - and the euphoric hype - make it difficult for a sympathetic though critical reader to suspend disbelief and enjoy the show. The ignorance of mechanisms that operate in social, political and economic systems, the mistaken perception of modern history, and the irritating slap dash style of this book - alas - spoil something that could have been much better.