California Management Review

Abstract

Understanding how to exploit networks and gain network effects is critical to success in the network economy. Object-orientation (OO), the commonly accepted methodology for building software, also provides a readily understood and concise set of concepts for comprehending business network structures. The underlying principles of OO serve as a guide for understanding the network economy and the structure of Internet-age organizations, provide a new tool for enterprise design, suggest new ways for entrepreneurs to conceptualize business structure, and indicate an approach for handling information overload. Four case studies are used to illustrate key points and underscore the practical value of the OO approach to enterprise design.

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