Blown to Bits ─ How the New Economics of Information Transforms Strategy

The trade-off between "richness or reach" involves conceiving of services in terms of providing "rich" information (customized products and services for a niche consumerate) or "reach" (watered-down information sacrificing richness for appeal to a mass consumerate). But now, say Evans and Wurster, no longer is there a need to choose between richness and reach because of the new economics of information that redefine the channels linking business to consumer. The authors draw upon concepts explored in the Harvard Business Review article, "Strategy and the New Economics of Information," and include discussion of financial services, health care, consumer and industrial goods, media, and retailing. Both authors are consultants. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Philip Evans is a Senior Vice President of the Boston Consulting Group in Boston.

Thomas S. Wurster is a Vice President of The Boston Consulting Group in Los Angeles. The authors are coleaders of The Boston Consulting Group's Media and Convergence Practice.