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Cisco Net Impact - Competitive Advantage from Internet Innovators in Asia Pacific and Japan





Book: 'Cisco Net Impact - Competitive Advantage from Internet Innovators in Asia Pacific and Japan'

Author: Greg Pelling

Publisher: John Wiley & Sons (Asia) Pte Ltd, 2005


Leader Values

Cisco Net Impact looks at an interesting and often overlooked aspect of leadership. The book is not about building your personal leadership, or about how companies can achieve market leadership. Instead, it is an extended case history of how Cisco Systems, Inc. became a recognised thought leader in the expanding world of the Internet.

Formed 20 years ago by computer scientists at Stanford University, Cisco Systems has built an enviable business in Internet hardware and software. The company is a global thought leader in business applications of the Internet, and is sometimes described aptly as an “e-vangelist”. Cisco’s gospel is simple: the Internet allows individuals, companies and countries to increase productivity, improve customer satisfaction and become more competitive. The company’s vision is to change the way we work, live, play and learn.

Author Greg Pelling is the Managing Director of Asia Pacific and Japan in the Internet Business Solutions Group (IBSG) at Cisco. This not-for-fee group provides business and technology consulting, but doesn’t provide the solutions itself. Instead, the group’s goal is to build Cisco’s business by creating a greater overall demand for the Internet.

Of course, the e-world is changing rapidly. Dot com companies have experienced mixed fortunes in the past decade, but the Internet just continues to expand at an ever accelerating rate. Today the Internet is affecting the current and future operations of almost all companies and organisations. But the big question is how to capitalise on the advantages of the Internet, while avoiding the pitfalls. Cisco Net Impact recognises this challenge when it describes the Internet as “the greatest differentiator or equalizer for future business development, offering huge financial advantages in workforce optimisation, customer care, e-learning and supply chain management”. Differentiator if you get it right, equalizer if you get it wrong.

Cisco Net Impact looks at each of the countries/regions in Asia Pacific, giving a snapshot of the current state of e-business and analysing the future opportunities and challenges. Not surprisingly, a massive chapter is devoted to China. We know that China has become the manufacturer for the world, but Pelling asserts that China is going beyond manufacturing to become the “consumer for the world”.

China is already entering the Information Age and developing an Internet-driven entrepreneur community. The Internet is expected to play a major role in linking these businesses into “affiliated enterprises”, both locally and globally. These developments have the potential to produce millions of new small-to-medium Internet-enabled companies in China within the next decade.

Detailed case studies are given for organisations like China Mobile, Cathay Pacific and Johnson & Johnson. Each case study analyses the e-business challenges that the organisation faced, the key lessons learned along the way, and the outlook for the future. Although the experience of each organisation is unique, the consistent message is that Internet makes business operations better, cheap and faster.

Although use of the Internet is growing explosively in Asia today, implementation has been relatively slow in some sectors due to “the pragmatic and cautious business approach of many executives in Asia Pacific today. There is a general lack of awareness of the strategic influence that the Internet is having in many of the region’s leading businesses”.

This is e-ssential reading for e-verybody wishing to e-nhance their business. And also for companies that are interested in becoming thought leaders in their industry.

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