Managing the Transition To Bricks and Clicks.

The article discusses how managers of businesses can successfully manage transition of their firm's traditional business to electronic business (e-business). Discussing e-business transformation of two hotels Hyatt Corp. and Marriott Corp., and two book retailers Barnes & Noble Inc. and Borders Group Inc., the authors state that neither a pure brick (traditional) strategy nor a pure click (e-business) strategy could succeed in new economy, but a convergence of the two that may create a brick-and-click organization. Describing four levels of integration and innovation, the authors state that a firm must embrace a varying level of the two for a successful e-business transition.