Marketing: Making the Transition to the Internet

Nov 30, 2001

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This chapter is from the book 

Cyberbranding: Brand Building in the Digital Economy

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Industries taking the plunge

As traditional companies continue to make the transition, redeveloping their business models as e-business models, we still see our share of industries proceeding at a pace we'd have to call much less than warp speed. An interview with Sheila Cohen, vice president of marketing, Lawyers Homepage Network, details the progress of various industries in their attempts to move online (See "Industries Moving Online" interview).

Traditional companies are facing their fair share of challenges when journeying into cyberterritory. They have existing customer relationships and business paradigms to suit traditional needs. It's a matter of stepping up to a challenge the Internet poses. Larger challenges mean larger rewards. The bigger the obstacle, the larger are the profits if it is tackled successfully.

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