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Summary

The key to successful business on the Internet is not the formulation of a conceptual strategy but the execution of that strategy. To execute effectively, content ownership has to be exploited. The content owners must buy into the strategy and have the confidence of senior executives. Often the decisions the content owners make may have serious consequences to the organization and its strategy. Buy-in and open discussions are keys to success.

The central issues that surround content are in part about the structures that supply that content. The traditional command-and-control structures will need to be adapted to ensure flexibility and the ability to change quickly to meet market demands. One approach is the adoption of e-centric structures that place the CIO or VP for e-commerce at the center. This allows the four major ownership groups—the senior strategy group; a peer-to-peer planning group; a new cross-functional group, such as a marketing automation group that manages the operational deployment of the system; and the content owners—to interact in a more timely and informative manner. The information content owners need to buy in and commit to the project because it is their individual value chain contributions that ultimately add value and flexibility in times of change. Remembering that organizational inertia kills, all organizational members have to learn to think outside the box if they are to survive.


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