Table of Contents
Chapter 1 - Introduction: You get control when you recognize the patterns
Introduction to Chapter 1 Section 1.1 - The Structure of This Book Section 1.2 - Patterns, Pattern Recognition, and Thinking Strategically About Thinking StrategicallySection 1.3 - Developing the Theory of Newly Vulnerable Markets
Section 1.4 - The Complete Theory of Newly Vulnerable Markets
Summary of Chapter 1Chapter 2 - Information Changes Everything: It's Not What You Know, It's What You Know Before Everyone Else!
Introduction to Chapter 2Section 2.1 - Information Asymmetry and Market Collapse
Section 2.2 - Dealing with Information Asymmetry Through Signaling
Section 2.3 - Dealing with Information Asymmetry Through Screening: The Theory, and an Explanation for Capital One's SuccessSection 2.4 - Dealing with Information Asymmetry Through Data Mining
Section 2.5 - Versioning as a Form of Screening
Section 2.6 - Working with Signaling, Screening, and Data Mining: Specific Examples Where We Need to Address Information Asymmetry
Summary of Chapter 2Chapter 3 - The Power of Framing: If You Can't Answer the Question, Turn it into a Question You Can Answer
Introduction to Chapter 3Section 3.1 - Introduction to Reframing for Easier Solution
Section 3.2 - Learn the Useful Forms of Reframing
Section 3.3 - Transforming a Problem for an Easy Solution:
Section 3.4 - Transforming a Problem for Easy Solution
Section 3.5 - Reframing the Problem so it Looks Like Something You Have Already Analyzed
Section 3.6 - Pushing the Problem to its Limit
Section 3.7 - Using a New Sequence of QuestionsSummary of Chapter 3Chapter 4 - Resonance Marketing in the Age of the Truly Informed Consumer: Creating Profits through Differentiation and Delight
Introduction to Chapter 4Section 4.1 - Resonance Marketing: The Changing Marketplace for Craft Beer
Section 4.2 - Resonance Marketing: Information Changes Consumer Behavior and Corporate Strategy
Section 4.3 - Hyperdifferentiation: With Modern Technology Firms Can Make Anything
Section 4.4 - Hyperdifferentiation Plus Information Yields Retailer Profits and Customer DelightSection 4.5 - Characteristics of a Successful Reviewing Site
Section 4.6 - Hyperdifferentiation Plus Information Guides Manufacturers to Resonance Marketing and Customer Delight
Section 4.7 - Unrewarded Excellence and the Need to be Better than Good EnoughSection 4.8 - Not Just Better Enough to be Liked, But Also Different Enough to be Loved!
Section 4.9 - Information Changes Everything For Producers and Retailers
Section 4.10 - This is Global. Resonance Marketing is Everywhere.
Section 4.11 - The Rise of Astroturfing and the Threat of Fake Grass-Roots Support
Summary of Chapter 4Chapter 5 - Online Brand Ambassadors and Online Brand Assassins: Master The New Role of the Chief Perception Officer
Introduction to Chapter 5Section 5.1 - Tactical Implications for Companies: The New Role of the Chief Perception Officer
Section 5.2 - The First Role of the CPO
Section 5.3 - Tactical Implications for Companies
Summary of Chapter 5
Part II - Patterns for Power, Control, and Harvesting of Profits
Chapter 6 - Resources, Platforms, and Sustainable Competitive Advantage: How to Win and Keep on Winning
Introduction to Chapter 6Section 6.1 - Introduction to Sustainable Competitive Advantage
Section 6.2 - Sustainable Competitive Advantage Based on Acquiring a Unique Set of Resources
Section 6.3 - Introduction to Platforms and Platform Envelopment
Section 6.4 - An Early Example of Platform Envelopment at Rosenbluth TravelSection 6.5 - Platform Envelopment Strategies in Two-Sided Markets
Summary of Chapter 6Chapter 7 - Understanding the Power of Third Party Payer Businesses and Online Gateways
Introduction to Chapter 7Section 7.1 - Introduction to Third Party Payer Systems
Section 7.2 - Mandatory Participation Third Party Payer Systems:
Third Party Payer Systems in the Absence of Competition
Section 7.3 - Learning the Lessons of Power
Section 7.4 - When Mandatory Participation Third Party Payer
Systems Combine with Online Gateway SystemsSection 7.5 - Power is not Unlimited
Section 7.6 - The Origins of the Credit Card Industry, Before it Became an MP3PP
Section 7.7 - Mandatory Participation Third Party Payer Systems
Outside of Search: Credit Cards' Transition to a Powerful MP3PP
Summary of Chapter 7Chapter 8 - The Continuing Power of Third Party Payer Businesses
Introduction to Chapter 8Section 8.1 - MP3PP Systems in the Internet Age: How Can They Still be Dangerous?
Section 8.2 - The Recurring Pattern in Third Party Payer Models:
When the System Really Start to Use Its Power
Section 8.3 - And now ... Coming soon to a Search Engine near You ... Platform Envelopment and Vertical Integration
Summary of Chapter 8Chapter 9 - Power and the Potential for the Abuse of Power in Online Gateway Systems: An Analysis of Google
Introduction to Chapter 9Section 9.1 - Quality Scores and the Power to Make and Defend Arbitrary Decisions
Section 9.2 - Vickrey Auctions, Pseudo-Vickrey Auctions, and the Power to Charge Whatever You Want
Section 9.3 - The Illusion of Choice
Section 9.4 - Can We Show that Monopoly Power Has Been Abused in Search and Extended Beyond Search? Is There Evidence?
Section 9.5 - Should You Care About Reverse Price Wars? Do Higher Prices Charged to Sellers Really Affect Consumers? Some of the Money Goes to You, Right?Section 9.6 - Why Should Anyone Do Anything About Monopoly Power in Search? Won't Technological Progress Fix any Problems Better and Faster than Regulation?
Section 9.7 - Is it Fair to Complain? After All Google has Done for Us?
Section 9.8 - But What Should Regulation Look Like?
Section 9.9 - A Final Cautionary Note on Regulation
Summary of Chapter 9 Appendix 9.A. - Showing that there is Monopoly Power in Search - How Would You Know?Part III - I got it! Learning to work with these Patterns?
Chapter 10 - Scenario Analysis and Managing Strategic Ambiguity: How to Remember Future Events, before They Actually Occur!
Introduction to Chapter 10Section 10.1- Remembering The Future and Using Scenarios for Rapid Recognition and Rapid Response
Section 10.2 - Learn to Ask the Right Questions, Even If You Can't Answer Them
Section 10.3. - When "Good Data Goes Bad", or What to do When "Convincing Data Actually Lies to Us"!
Section 10.4. - Learn to Ask the Right Questions, Even If You Can't Answer Them: Lessons from The Future of Chinese Consumer Behavior
Section 10.5 - Working with Questions if All You Have is Questions: Remember What They Say About Making Lemonade if Life Gives You Nothing But Lemons
Section 10.6 - The Future of Consumer Behavior in China
Section 10.7 - Working with the Scenarios for the Future of Consumer Behavior in China
Section 10.8 - What's So Special about Four Scenarios?
Summary of Chapter 10
Chapter 11 - Examining the Wide Range of Business Models Currently in Use in Online Businesses: How to Understand A New Business Using Existing Frameworks
Introduction to Chapter 11Section 11.1 - Fully Digital Business Models and Partly Digital Business Models
Section 11.2 - The Full Range of Online Business Models
Section 11.3 - Selling Real Stuff
Section 11.4 - Using Ads to Sell Real Stuff
Section 11.5 - Selling Content Online
Section 11.6 - The Digital Transformation of Higher Education
Section 11.7 - Selling Online Services
Section 11.8 - Creating Exchanges for Business-to-Consumer and Direct Consumer-to-Consumer Interactions
Section 11.9. - If the Sharing Economy is Transformational, Maybe We Should Say a Bit More about Building Sharing Economy Websites
Section 11.10 - Control of Search and Charging for Customer Access
Section 11.11 - Selling Virtual Experiences and Virtual Stuff
Section 11.12 - Harnessing Social Networks the Right Way
Section 11.13 - Selling Referrals Based on Snooping or Context
Section 11.14 - Using Contextual Referrals to Direct Ads to Mobile Users
Summary of Chapter 11
Chapter 12 - Information Changes Everything: Implications for Society
Introduction to Chapter 12Section 12.1 - Let's Just Do the Right Thing
Section 12.2 - Fake News: Is this really a big deal? Isn't this just bigger, faster, more personal, and efficient?Section 12.3 - How Price Discrimination Affects Fairness for All of Us
Section 12.4 - How Much Should We Value Efficiency? How Much Should We Value Fairness?
Section 12.5 - Why is Fairness a Social Policy Issue?
Section 12.6 - Privacy in the Online World
Section 12.7 - Fairness Considerations in Platforms and the Sharing Economy
Section 12.8 - Why is it So Hard to Agree on Fairness?
Section 12.9 - So Where Should We Draw the Line?Section 12.10-And, Finally, What Should We Do Now?
Summary of Chapter 12
Chapter 13 - Epilog: What could go really, really, wrong?
Introduction to Chapter 13