The Future Arrived Yesterday : The Rise of the Protean Corporation and What It Means for You
A bold vision about the ways companies will adapt and be reborn in a revolutionary world where business models implode and the search is on for what will work. . . . The fate of newspapers and the music industry is a harbinger of what awaits every company: an aging business model in its death throes as people finally wake up to the grim fact that their products and the way they deliver them are completely out of sync not only with what customers want but how they want it. But Michael Malone–the author who, when the Internet was still the domain of technical experts, enabled his readers to see clearly the opportunities of the then-emerging digital age–is back and once again making sense of a future just around the corner. Business considerations such as the wireless World Wide Web, billions of new consumers, and an entrepreneurial ethos are all converging. How a corporation is organized and how people will be managed and employed will change more quickly than anyone realizes.
Malone (coauthor of The Virtual Corporation) surveys the growing virtualization of the workplace and the dismantling of traditional organizational structures to argue that we need ways of thinking about organizations that reflect the changing reality of the people who are part of them. The solution, he asserts, is the "protean corporation," distinguished by its ability to constantly restructure itself to changing circumstances and new opportunities. Praising such corporations as Google, Wikipedia and the U.S. Army, Malone contends that these early-stage "shape-shifters" behave like perpetual entrepreneurial startups, continuously changing their form, direction and identity. He also examines the historical, technological and entrepreneurial evolution of the corporation and envisions the structure, behavior and impact of numerous protean organizations on the American economy and culture. Insightful and visionary, this book will appeal to forward-thinking executives who aim to develop their companies in the tumultuous and ever-changing global marketplace. (May) Copyright 2009 Reed Business Information.
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May 17, 2009
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