broadcast network. "We need to look at our business as more than simply the building and selling of personal computers," said Grove. "Our
business is the delivery of information and lifelike interactive experiences."
In the long term, Silicon Valley's dream of interactive media would be the winning reality. By the fall of 1998, willing to exploit that future, America's greatest mass marketers began to reposition themselves strategically on the long and tortuous road. Edwin Artzt's crisis speech had
framed the agenda in 1994. Now others would have to implement it. In
the early 20th century, Procter & Gamble had pioneered mass marketing
in America. Now marketing--whatever it would be like in the next millennium-would have to adapt to Silicon Valley's pace of change.
A little silicon chip prepared to tackle and sweep through Madison
Avenue. It looked innocent and innocuous. One could hardly see it anymore. But after it finished its job, marketing and advertising would no
longer be the same--in America or worldwide.
For this periodization--from the multinational to the global phase--see Johny K. Johansson, Global Marketing: Foreign Entry, Local Marketing, and Global
Management ( New York: McGraw-Hill 1997). On the issues of global marketing,
Susan P. Douglas and
C. Samuel Craig, Global Marketing Strategy ( New
York: McGraw-Hill 1995).
For this classification and account of globalization drivers, see
Johansson, Global Marketing, especially pp. 8-16.
Elizabeth de Bony, "United States, EU Differ on Global Standards for
the Net," InfoWorld, October 2, 1997. On the differences between U.S. and EU
views on global electronic commerce, see my OECD report, Dan Steinbock, Dismantling the Barriers to Global Electronic Commerce, An International Conference
and Business-Government Forum Organized by the OECD and the Government
of Finland in Co-operation with the European Commission, the Government of Japan, and the Business and Industry Advisory Committee (BIAC), Turku, Finland, 19-21 November 1997 (published in February 1998).
On the basics of the determinants of national advantage, see
, The Competitive Advantage of Nations ( New York: The Free Press 1990), pp. 71- 73.
See IDC, Press releases, July, 1997. On the U.S. first-mover benefit in the
emerging global electronic commerce, see my OECD report,
Dan Steinbock, Dismantling the Barriers to Global Electronic Commerce. On the National Information
Infrastructure (NII) initiative, see U.S. Government, The National Information Infrastructure: U.S. Government, Agenda for Action, Information Infrastructure Task
Force. September 15, 1993. On the emergence, formulation, and implementation
of the NII initiative, see, e.g., Brian Kahin, "The U.S. National Information Infrastructure Initiative, the Net, and the Virtual Project," in
Brian Kahin and
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: The Birth of Internet Marketing Communications.
Contributors: Dan Steinbock - Author.
Publisher: Quorum Books.
Place of publication: Westport, CT.
Publication year: 2000.
Page number: 298.
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