Contextual marketing--the real business of the Internet

The painful truth is that the Internet has been a letdown for most companies--largely because the dominant model for Internet commerce, the destination Web site, doesn't suit the needs of those companies or their customers. Most consumer product companies don't provide enough value or dynamic information to induce customers to make the repeat visits--and disclose the detailed information--that make such sites profitable. In this article, David Kenny and John F. Marshall suggest that companies discard the notion that a Web site equals an Internet strategy. Instead of trying to create destinations that people will come to, companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Companies have to become what the authors call "contextual marketers." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible, the authors say, as access moves beyond the PC to shopping malls, retail stores, airports, bus stations, and even cars. The authors describe how the ubiquitous Internet will hasten the demise of the destination Web site--and open up scads of opportunities to reach customers through marketing "mobilemediaries," such as smart cards, e-wallets, and bar code scanners. The companies that master the complexity of the ubiquitous Internet will gain significant advantages: they'll gain greater intimacy with customers and target market segments more efficiently. The ones that don't will be dismissed as nuisances, the authors conclude. They suggest ways to become welcome additions--not unwelcome intrusions--to customers' lives.     

Winning the talent war for women. Sometimes it takes a revolution

In 1991, Deloitte & Touche got a wake-up call about its efforts to retain women professionals. While it was recruiting almost as many women as men, the company had a much higher turnover rate for women. Many in the firm thought Deloitte was doing everything it could to retain talented women, but when they looked harder, they found otherwise. Most women weren't leaving to raise families; they were leaving after having weighed their unpromising career options in Deloitte's male-dominated culture. CEO Mike Cook led the way in making a business case--not a moral or emotional one--for change. Next, the company held mandatory, two-day, intensive workshops for its 5,000 U.S. managers. Case vignettes and discussions brought out subtle gender-based assumptions about careers and aspirations that had discouraged high-performing women from staying. The workshops were instrumental in convincing a critical mass of partners to join the effort, and the firm began to monitor the progress of women to ensure they received their share of mentoring and premier assignments. Executive compensation became linked to how successfully units implemented a flexible menu of goals. And other policies promoted a better balance between work and life for both men and women. Finally, an external advisory council kept the firm's feet to the fire. Deloitte's gender gap in turnover has now nearly vanished, and the number of women partners and directors is the highest among the Big Five. These cultural changes weren't easy, but they've enabled Deloitte to grow faster than any of its competitors.     

How does managed care do it?

Integrating the health services and insurance industries, as health maintenance organizations (HMOs) do, could lower expenditure by reducing either the quantity of services or unit price or both. We compare the treatment of heart disease in HMOs and traditional insurance plans using two datasets from Massachusetts. The nature of these health problems should minimize selection. HMOs have 30% to 40% lower expenditures than traditional plans. Both actual treatments and health outcomes differ little; virtually all the difference in spending comes from lower unit prices. Managed care may yield substantial increases in measured productivity relative to traditional insurance.     

Having trouble with your strategy? Then map it

If you were a military general on the march, you'd want your troops to have plenty of maps--detailed information about the mission they were on, the roads they would travel, the campaigns they would undertake, and the weapons at their disposal. The same holds true in business: a workforce needs clear and detailed information to execute a business strategy successfully. Until now, there haven't been many tools that can communicate both an organization's strategy and the processes and systems needed to implement that strategy. But authors Robert Kaplan and David Norton, cocreators of the balanced scorecard, have adapted that seminal tool to create strategy maps. Strategy maps let an organization describe and illustrate--in clear and general language--its objectives, initiatives, targets markets, performance measures, and the links between all the pieces of its strategy. Employees get a visual representation of how their jobs are tied to the company's overall goals, while managers get a clearer understanding of their strategies and a means to detect and correct any flaws in those plans. Using Mobil North American Marketing and Refining Company as an example, Kaplan and Norton walk through the creation of a strategy map and its four distinct regions--financial, customer, internal process, and learning and growth--which correspond to the four perspectives of the balanced scorecard. The authors show step by step how the Mobil division used the map to transform itself from a centrally controlled manufacturer of commodity products to a decentralized, customer-driven organization.     

Sound Money and Sound Financial Policy

Anna Schwartz has long promoted a policy of stable money. She also has advocated sound financial policy. The financial environment, according to her work, is strongly influenced by the degree of aggregate price stability. In this article historical evidence for the U.S. is presented that shows a strong association between aggregate price movements and measures of financial distress. Even in an environment of aggregate price stability in the face of shocks, however, a monetary authority should follow the financial policies of a lender of last resort as advocated over a century ago by Walter Bagehot—to promote adequate funds to allay the public's demand for means of payment in the face of a real financial crisis. Other circumstances involving asset market reversals that Schwartz calls pseudo crises should not be the subject of the monetary authorities' actions.