List $25.95

Written & narrated by Mary Modahl, V.P. of Research, Forrester Research, Inc. - Unabridged Nonfiction - 4 CASSETTES - 6 hours

Publisher, Harper Audio (November 1999)

Now or Never is a book for traditional managers and start-up leaders, large corporations and small business alike. It examines what companies must do to win the battle for Internet consumers and to create long-term value in an Internet business. This book focuses on the three steps every company must take to emerge as a winner on the Internet.

1. Understand Internet consumers. The early adopters of the Internet are far different from the mainstream consumers who follow. As the Internet spreads to a broader cross section of households, the tastes and requirements of the average Internet consumer will change. Only companies that understand the different types of Internet consumers will be able to target the right people with the right products, services, and messages.

2. Exploit Internet business models. The Internet makes markets more competitive because buyers and sellers can find each other more easily. Companies must understand how revenues, costs, and value creation are affected by this heightened competitiveness.

3. Defy the gravity of the old ways of doing business. As Internet businesses expand, age-old management challenges such as sales channel conflict, continuous technology change, funding, organization, and leadership take on new forms. Now or Never examines each of these steps in detail, presenting research from consumer interviews, Forresters studies of company strategy, and the authors experiences working with companies as they develop their eCommerce strategies.