Cyberstrategy
Business strategy for extranets, intranets and the internet.
TABLE OF CONTENTS Cyberstrategy
Implementation
How do you do it?
At this stage in the book, you are probably at a point where you have created a business case which looks at every angle and you are now desperate to cut to the quick and suggest the route to implementation. The next section of the book takes you through a detailed checklist for issues to address.
Domain names
Your online brand may be as crucial to your corporate image as your offline name. Making certain that you can be known by the same name on the Internet and off it will be vital in terms of establishing a homogenous brand identity throughout your marketing mix. Everyone must know where to find you online and, as most people search for a known company by typing their name in as part of a web address, the more intuitive and obvious your domain name is the better.
You have the choice of selecting an international address, i.e. .com, e.g. yourcompany.com or a country-specific address such as .co.uk or .fr (France), .se (Sweden) and so on.
The domain name you choose will depend primarily on how international your business activities are, or are likely to be in the future. A .com name indicates that the company is an international name, this is also used in the US which means that you might be mistaken for an American organization. A .co.uk address suggests that the organization is UK based.
We would suggest that...
Copyright Pauline Bickerton, Matthew Bickerton, and Kate Simpson-Holley 1998 under license agreement with Books24x7
