The Interactive Corporation: Using Interactive Media and Intranets to Enhance Business Performance

By Roger Fetterman

InThe Interactive Corporation, author Roger Fetterman explains the new uses of interactive media through case studies of major corporations like Hewlett-Packard Company and Nortel (Northern... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0375400923
• ISBN13: 9780375400926
• Release Date: August 1997
• Publisher: Random House Reference
• Length: 276 Pages
• Weight: 1.18 lbs.
• Dimensions: 10.3" x 1.0" x 6.8"

Customer Reviews

Using technology to drive improvements in the bottom line

With this book, Mr. Fetterman has provided an excellent resource for companies looking to leverage technology to improve the bottom line. In my own efforts as an IT manager for a Fortune 50 company, I was looking for a resource that would help justify new technology projects, especially in the use of training. What I found in this book was a new approach that explains how to turn technology projects "inside out" to focus on the business results, and use technology as a supporting tool. Certainly this sounds like common sense, but I've seen many technology projects, especially in the world of multimedia, that don't "get it." The book explains how "learning by doing" approaches can be much more successful and provide measurable results and high positive ROI over traditional or web-based training. The book provides several excellent examples of business projects that have made good use of multimedia tools. Mr. Fetterman clearly explains the ROI for these efforts. I beleive that anyone in a position to effect employee productivity and/or justify expenditures on technology projects would benefit form this book. The case studies Mr. Fetterman provides use real-world projects and results that are re-usable in any environment.

Good book for anyone in business today.

Mr. Fetterman has identified a topic - The Interactive Corporation -- that is of paramount importance to all businesses today. His approach of emphasizing the understanding of "business processes" rather than focusing on the available hardware and software, is one that every business person should seriously consider. (Quote from the book p.256) "Technology is never the beginning.......Begin by understanding where and when technology should be applied to enhance the outcomes of the process and to satisfy corporate goals and objectives." The book includes numerous examples that further illustrate Mr. Fetterman's points using very specific case studies. A good book for CEOs that don't want to wade through techno-babble, but are interested in how they can begin to think about applying the present and developing interactive computer technologies to their own business.