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Content

Content may be king, but it is value chain that is the power behind the throne.

A book on e-commerce should be focused upon content. It should detail what content is necessary for success, what customers want in their content, and how that adds value to them. However, it is our belief that content is so specific to an organization and flows from the composition of that organization's value chain that we can give only general commentary. A rationale for this is that new organizations are less about specific content than they are about structure. The content of the site has to be derived from extensive industry- and organization-specific research and must be centered upon the environment in which the organization has selected to participate, together with the form that the organization wishes to adopt.

Stephen Case, chairman and CEO of AOL, in his conference call reporting second-quarter FYOO results, commented upon the merger with Time Warner:


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