Every organization in the world today is wrestling with the question 'How can Internet technology improve my business?' Each organization, whether large or small, is confronted with the issue of how to integrate the Internet into the way they do business - but at what cost and to what benefit?

At one extreme, some organizations decide to allocate a small budget to secure their stake in the ground. They see the venture just as a necessary cost and expect little return on their investment. They wait for the technology to mature and for the business case to be more clearly evident.

At the other extreme, some organizations implement radical and high-risk projects that are pioneering for their industry sector. They wrestle with how best to manage the initiative and how best to exploit the benefits of this new technology. Their groundbreaking efforts can, however, often be expensive and detract from core business.

The next issue is, 'who is responsible?' In many blue chip organizations, a battle has ensued between Marketing and IT as each vies for ownership and control. This chapter helps you decide where your organization is best suited to start.

There are no right or wrong answers; there is no panacea. Only the organization concerned can decide how appropriate Internet technology is to improving their business and who is best suited to implement it. However, is there any framework to making conceptualizing it easier? Are there any tools...