Donald A. Marchand
ISBN: 0-471-89969-0
Cloth
352 pages
April 2000

This is a book on information management for non-IT managers. It is concerned with how the management of information can create real business value. The four ways of doing this: minimizing risk, reducing costs, delighting customers and creating a new reality, are shown via the unique 'four-cross diagram'.The first section of the book defines what information is and emphasises the importance of knowing what the company wants to do. The four ways of creating business value are then examined in closer detail in conjunction with the four-cross diagram, demonstrating why this must be done and exploring how information can be used as a competitive tool across the company. Delighting Customers includes identifying their real needs, customer bonding and a company's market 'sensing' capabilities. Reducing Costs looks at how using information effectively can dramatically reduce a company's cost base. This entails using a knowledge-based system. Minimizing Risk includes better control systems and risk avoidance techniques. Information systems are particularly at risk as mega-mergers take place or as companies become more global and interdependent. The Barings Bank case is used as an example here. Creating a New Reality deals with knowledge derived from information which can help match the competitors who always appear to be one step ahead of the game. The final part looks at the how, that is, the implementation issues raised by the first two parts. This is the most practical part of the book. It includes a benchmarking self-test chapter which allows managers to measure their company's capabilities in competing with information. It also looks at how company culture must be aligned to changing business strategies. The importance of the supply chain is emphasised; the five approaches to managing globalization are outlined with the 3 criteria for determining which approach is best. Finally, there is a look at the four-net strategies of tomorrow i.e. Internet, Intranet, Extranet and the 'industry' net which will drive the strategies of companies in the future. The main tenet is that managers must focus on information as an indespensable asset which used properly can help achieve real business results. Throughout all companies information is pervasive, but too often it is regarded as a 'specialist' subject. This book asserts that information is a business tool of which the general manager must have a strong grasp. A company that can compete well with information and become a strong manager of information is in a strong market position.