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REVIEW:Creating and Capturing Value.


This new book from Garth Saloner and A. Michael Spence is dedicated to providing the reader with information on the e-commerce and Internet market.

The book is divided into two parts. The first is intended to give the reader an overview of e-commerce and how the market is currently standing. The authors take into consideration the technologies behind the sector, the main players together with the strategies they utilise and the economics of carrying out retail operations on the web. Part two features a large number of case studies that have been compiled by the authors and some of their colleagues. Each case study presented seeks to outline a particular aspect of the Internet marketplace, for example a study of Cisco Systems can be found in the 'strategy and organisation' section while the one for DoubleClick is located in the 'public policy issues' section.

Anyone even picking up this book should have some kind of qualification in economics or a related discipline and the patience of a saint. While Saloner and Spence have gone to painstaking lengths to make a concise and informative book, I am sure that not a single person that has read it would claim it to be interesting as well. Additionally, the authors clearly do not suffer fools gladly and the complexity of the book shows this - it is almost as though each contributor was of the mind that they were writing their case study to present to a class of final year economics students. I am sure that there are precious few similar books which tackle the subject in so much depth, however, and because of this I would have thought that a great many people could get a great deal of benefit from it.

In my opinion, I would have to say that this book is intended only for either economics students or professionals in the Internet market who have passed their business or economics degrees. For these individuals then it is highly possible that this book could help them in more than one way as companies in the Internet and e-commerce markets sometimes need just that one person with vision and a bit more industry knowledge than the next person to catapult them to greatness - or at least profitability.

CONCLUSION:Not for the average reader interested in business and technology. Similarly, for anyone who thinks that they can handle Creating and Capturing Value I would recommend that they pick up the book in their local bookstore and read the first few pages - just to make sure.

Title: Creating and Capturing Value Author: Garth Saloner / A. Michael Spence Published by: John Wiley & Sons ISBN: 0-471-41015-2 Price: USD80.95 Reviewer: Ian Sanderson
COPYRIGHT 2002 Normans Media Ltd.
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Copyright 2002 Gale, Cengage Learning. All rights reserved.

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Author:Sanderson, Ian
Publication:M2 Best Books
Article Type:Book Review
Date:May 23, 2002
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