The Hybrid Company by Bernadette Tiernan

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This book presents the point of view that corporations with a “hybrid” structure in both their physical form and their marketing efforts have the highest probability of achieving profitability and longevity. “Hybrid” refers to a synergistic combination of e-commerce, a physical presence, and/or print (such as catalogs). Hybrid marketing strategies include the convergence of new media and old media marketing techniques.

In the next stage of the Internet economy, hybrid corporations will be the most likely businesses to be left standing. Hybrid corporations will achieve a profit, maintain a steady pattern of increasing sales, acquire capital for growth, and successfully expand through mergers and acquisitions at a rate faster than the most complex Web-only businesses.

How do they do it? What makes the new leaders so successful? That’s what this new book is about. It will be based on data gathered from major corporations and cutting-edge small to midsize companies across a wide range of industries. Because the topic is cutting-edge, and subsequently in great demand, the data is evolving as the book is being written. The Hybrid Corporation analyzes successful techniques and offers a definition for success strategies,


About Bernadette Tiernan

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Tiernan is an organizational and marketing consultant. She is on the Advisory Board of the New Jersey SBDC.
Published January 1, 2001 by Dearborn Trade. 352 pages
Genres: Business & Economics. Non-fiction

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Traditional companies that viewed the Web as a business opportunity (and became "hybrids") and not a threat are the ones standing strong after the dot-com fallout, argues Tiernan, e-business consultant to the Rutgers Graduate School of Management.

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