THE GURU GUIDES

The Guru GuideTM to the Knowledge Economy is a clear, concise, and informative digest to the best thinking about what it takes to survive and succeed in the new global, high-tech and knowledge-intensive world of business. Like the original Guru GuideTM (John Wiley, 1998), it has been designed to be more than just an overview of current thinking. The Boyetts cross-link the ideas to show where the experts agree and disagree. They show how the gurus' ideas have evolved. Finally, they provide an evaluation of the gurus' strengths and weaknesses.

ORGANIZATION OF THE BOOK

The Guru GuideTM to the Knowledge Economy consists of six chapters.

Chapter 1: The Knowledge Economy investigates how information technology and the Internet have changed the world of business. In this chapter, the Boyetts explain why the top business thinkers say that knowledge is the new wealth of organizations. They examine what the knowledge economy gurus have to say about why a knowledge-intensive economy has emerged and how it differs from the industrial economy of the past. The Boyetts conclude this chapter with some speculation from the gurus about what may come next and explain why some gurus say even more revolutionary changes in the economic foundation of business will occur soon.

Chapter 2: Electronic Commerce examines both business-to-business and business-to-consumer e-commerce. The Boyetts outline the reasons the gurus say so many high-flying dot.coms have crashed, and the steps the gurus recommend for implementing e-commerce business models that work, including the gurus' "secrets" for building a web site that attracts lots of visitors, keeps them coming back, moves products, sells services, and most important, makes money. The Boyetts conclude this chapter with an overview of what the gurus say are seven critical factors for doing business via the Internet.

Chapter 3: Knowledge Management covers one of the hottest management topics of the day. In this chapter the Boyetts present three "realities" that the leading gurus say make knowledge hard to manage and outline ten steps that the gurus say you should follow in implementing knowledge management in your company. This chapter concludes with a discussion of the human aspects of knowledge management and tips the gurus give for creating a culture that supports the growth and sharing of knowledge within a company.

Chapter 4: Customer Relationship Management is all about marketing in the post-industrial world. In this chapter, the Boyetts explain why leading marketing gurus say that mass marketing is dead and one-on-one customer relationship management is now critical. They list twenty ways the gurus say customer relationship management is different from traditional marketing and outline four key concepts that the gurus say provide the justification and intellectual underpinnings of customer relationship management. The Boyetts conclude with a discussion of the basic steps and six cultural "conditions" that the gurus say are necessary for making the transition to customer relationship management.

In Chapter 5: Globalization, the Boyetts identify three forces that the gurus say are driving the creation of a truly global economy and compare and contrast the views of opponents and proponents of this trend. They then examine reasons the gurus give for taking a company global. The Boyetts conclude this chapter with a review of the key arguments in a debate between two well-known international consulting firms over the best strategies for taking a company global.

In Chapter 6: Business Ethics in the Knowledge Economy, the Boyetts explain why the gurus say that business ethics, corporate social responsibility, and a focus on what they call the "triple bottom line" are critical today. They review seven revolutions that the gurus believe are forcing global companies to pay more attention to the environmental and social impact of their operations and present the key arguments for and against company involvement in environmental and social issues. The Boyetts summarize four international codes of ethics that the gurus maintain are the ones new economy companies are adopting and conclude this chapter with a discussion of three classical approaches the gurus recommend you follow in resolving ethical dilemmas.

Finally, in an appendix, the Boyetts provide biographies for all of the gurus, including in many instances postal addresses, phone numbers, and e-mail addresses where they can be reached.

THE GURUS

In conducting research from The Guru Guide to the Knowledge Economy, the Boyetts examined the writing of over 300 of the top business thinkers today. They finally selected the following 115 gurus whose ideas are covered in this new Guru Guide:

Verna Allen

Vijay Govindarajan

Ikujiro Nonaka

Daniel Amor
C. Jackson Grayson Jr. Carla O’Dell

Douglas Armstrong
Alan Greenspan Jeremy Oppenheim
Doug Bandow Anil K. Gupta Jeff Papows
Christopher A. Bartlett John Hagel III Don Peppers
Michael J. A. Berry Philip R. Harris Jeffrey Pfeffer
Keki R. Bhote John M. Hood B. Joseph Pine II
Annie Brooking Michael J. D. Hopkins Laurence Prusak
Stanley A. Brown Frances Horibe James Brian Quinn

Lowell Bryan
Joel Hyatt Wilhelm Rall
Jeffrey H. Coors

Jean-Pierre Jeannet

Frederick Reichheld
Jay Curry Rolf Jensen Marcia Robinson
John Dalla Costa Thomas O. Jones Martha Rogers
Thomas H. Davenport Bruce Judson Jonathan Rosenoer
Frank W. Davis Jr. Ravi Kalakota W. Earl Sasser
Stan Davis Rosabeth Moss Kanter Don E. Schultz
George S. Day Guy Kawasaki Evan I. Schwartz
Peter Drucker Kevin Kelly Peter Schwartz
Leif Edvinsson Rushworth M. Kidder Jeffrey L. Seglin

Farid Elashmawi
Philip J. Kitchen Patricia Seybold
John Elkington

Steffano Korper

Carl Shapiro
Juanita Ellis David Kosiur David Siegel
Ralph Estes Philip Kotler Marc Singer
Philip Evans Dorothy Leonard Robert C. Solomon
Walter Forbes Peter Leyden Ruth Stanat
Jane Fraser Gordon Linoff Thomas A. Stewart
Cyrus F. Freidheim Alex Lowy Robert I. Sutton
Hilary F. French Edward Luttwak Karl Erik Sveiby
Milton Friedman Michael S. Malone Hirotaka Takeuchi

Thomas L. Friedman
Karl B. Manrodt Scott I. Tannenbaum
Richard Gascoyne

Chuck Martin

Don Tapscott
Bill Gates Regis McKenna David Ticoll
J. Russell Gates Christopher Meyer Amrit Tiwana
Sumantra Ghoshal John Micklethwait Hal R. Varian
Blair Gibb Mary Modahl Manuel G. Velasquez
James H. Gilmore James Moore Chris West
Seth Godin Tom Morris Adrian Woolridge
Ian Gordon Walid Mougayar Thomas S. Wurster
Frederick Newell

These gurus are drawn from leading research and teaching centers such as, the Wharton School of the University of Pennsylvania, International Management Development Institute (IMEDE), Switzerland, Harvard, MIT, and the London Business School. They also represent some of the world’s largest and best-known management consulting firms, including McKinsey & Company, Booz-Allen, Ernst & Young, and Arthur Andersen. And they include pioneers in the high-tech industry such as Bill Gates of Microsoft and Seth Godin of Yahoo!

The Guru Guide™ to the Knowledge Economy is the perfect companion to the original Guru Guide™ and a critical reference tool for every thinking business leader.

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