作者	UnitedStates/美国
出版社	PerseusBooksGroup
出版时间	2002-10-01

特色：

BookDescriptionWehavethetechnology.Sowhydosomanybusinessescrashandburnwhenitcomestolaunchingsuccessfule-businessstrategies?Whydoflashywebsitessendcustomerstoa1800numberthatcanbeaccessedonlyduring"normal"businesshours?Whydoexecutiveswhomarkettoysandgamesrefusetolistentotheirownchildren?AccordingtoIBM'sInternetguru,JohnPatrick,it'sallaboutattitude.OurinabilitytoharnessthefullpoweroftheInternethasmuchlesstodowiththetechnologyitselfthanwiththeculturalandpsychologicalbarriersthatstraitjacketourthinkingaboutit.Inthisbook,theauthorrevealsthestrategies,andmoreimportant,themindset,thatwillallowconmpaniestoflourishintheageofconnectivity.Drawingfromawiderangeofexamplesfromtheworldsofbusiness,technology,politics,education,andpopularculture,PatrickexplorestheprofoundimplicationsofadoptinganInternetattitudeandhowitwilltransformyouandyourbusiness.SynopsisFromIBM'sInternetguru-arevolutionaryapproachtoinstillingaweb-savvyculturethroughoutyourorganization.Wehavethetechnology.Sowhydosomanybusinessescrashandburnwhenitcomestolaunchingsuccessfule-businessstrategies?Whydoflashywebsitessendcustomerstoa1800numberthatcanbeaccessedonlyduring"normal"businesshours?Whydoexecutiveswhomarkettoysandgamesrefusetolistentotheirownchildren?AccordingtoIBM'sInternetguru,JohnPatrick,it'sallaboutattitude.OurinabilitytoharnessthefullpoweroftheInternethasmuchlesstodowiththetechnologyitselfthanwiththeculturalandpsychologicalbarriersthatstraitjacketourthinkingaboutit.InNetAttitudeherevealsthestrategies,andmoreimportant,themindset,thatwillallowyouandyourcompanytoflourishintheageofconnectivity.Drawingfromawiderangeofexamplesfromtheworldsofbusiness,technology,politics,education,andpopularculture,PatrickexplorestheprofoundimplicationsofadoptinganInternetattitudeandhowitwilltransformyouandyourbusiness.NetAttitudeemanatesfromthegrassrootsthinkingthatwaspartoftheevolutionoftheInternetitself.Itishardtodescribebutyouwillknowitwhenyouseeit.Youngpeopletendtohaveitbutitisnotreallyanagething.Anincreasingnumberofseniorshaveittoo.Themassesofpeopleinthemiddlelayersoflargeorganizationsoftendon'thaveit.Itisnotthatthereissomethingwrongwiththemaspeople;itisjustthatthebureaucraciesoflargeorganizationshaveshieldedthemfromthenewwayofthinkingandinsomecasesDarwinianinstinctshavecausedthemtobringuptheirownshields.BookNewsAnnotation:Fromhisvantagepointasapioneerofthecommercial,educational,research,andculturalusesoftheWeb,theauthorilluminatesthewaysinwhichtheInternetcontinuestotransformbusiness.HeestimatesthattheInternetisbeingusedatonly3-5ofitspotentialcapacity,andpredictsadramaticevolutioninInternetusage.HedescribesemergingcharacteristicsofthenextgenerationoftheInternet,andlooksbehindthescenesatlabsandgovernmentagenciescontributingtotechnologicalbreakthroughs.PatrickisvicepresidentofInternetTechnologyatIBMCorporation.Amazon.comForanye-businessstrategytosucceedthesedays,saysJohnPatrick,thosebehinditmusttakeaninformedandconfidentstanceontheInternetandallitcanaccomplish.Suchanattitudeisprobablymoreimportantnow,infact,thanitwasattheopeningoftheonlinerevolution.AndPatrickoughttoknow:asvicepresidentofInternetTechnologyatIBMandafoundingmemberoftheWorldWideWebConsortiumatMIT,he'sbeeninvolvedinthecyberworldthroughoutitsbriefbutheadyexistence.NetAttitudelaysouthisvisionforthefutureofthemedium,andofferssuggestionsforpreparing"yourorganizationandthepeoplewhoarepartofit,aswellasallitssystemsandprocesses,totakeadvantageofeverythingtheInternethastooffer."Heattributesthosevastpossibilitiestotheemergenceofsevencharacteristics(Fast,AlwaysOn,Everywhere,Natural,Intelligent,Easy,andTrusted),elaboratesonthemindividually,andtiesthemtodevelopmentsrangingfromhigh-qualityvideotransmissiontovending-machinepurchasesinitiatedbycellphone.SomemayfindPatrick'sunabashedoptimismabitmuchforevenanavowedproselytizer,butmaybethat'spartofwhatnetattitudeisallabout.　　　　　　　　　　　　　　　　　　　　　　　　　　--HowardRothmanFromLibraryJournalIBM'svicepresidentofInternettechnology,PatrickaddstotheproliferationofInternetbooksbutoffersadifferentspin.Hisisabout"attitude."Netattitudeisabstractandhardtodescribe,but,accordingtoPatrick,youwillknowitwhenyouseeit.Ifpeopleinmiddlemanagementinlargeorganizationstendnottohaveit,thefaultliesnotwiththeindividualsbutwiththeorganization'sbureaucracy,whichhasnotreadilyacceptedthisnewmindset.Havinganetattitudeinbusinessisaboutpreparingyourorganization,aswellasitssystemsandprocesses,totakeadvantageofeverythingtheInternethastooffer.Patrick'soptimismisevidentthroughout,despitethefailuresofdot-comsduring2000,whichheattributestobusinessesnotbeingabletosegmenttheirmarkets.Patrick'sbreezystylemakeshisrecommendationsandideassoundsimpleperhapstoosimple.ThetitlemayappealtothecuriousandsmallbusinessownerswhohavenotyetembracedInternettechnology,butthisisnotanecessarypurchase.　　　　　　　　　　　　　　　　　　　　　　　　　　　　　BellindaWise,NassauCommunityColl.Lib.,GardenCity,NYBookDimensionHeight(mm)235Width(mm)161