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Atomic
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Press Release for Atomic
Advance Praise
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‘Once in a decade
a new big idea surfaces and sends ripples across the global business community…’
Kevin Roberts, Worldwide CEO, Saatchi & Saatchi
Atomic
Reforming the Business Landscape into the New Structures of Tomorrow
By Roger Camrass & Martin Farncombe
Published by Capstone, a
Wiley company, For Immediate Release
£12.99 Hardback
For half a century or more, leading executives, investors, and academics, have been blindly pursuing scale and scope as the panacea for business success; being large equated to being great. Today however, the balance of power in the business world is shifting, and the theory of the firm is going to be turned on its head. Driven by universal connectivity and its associated economic effects, the parts are about to become greater than the sum – and you are one of the parts.
In Atomic Roger Camrass and Martin Farncombe reveal that corporations will split apart into their most valuable elements - represented by human talent, relationships and innovative ideas - with all non-core operations, such as IT and manufacturing, being devolved to external networks. Instead of being focused on physical or financial assets, the primary unit of corporate value will be the individual, both customer and employee. This radical viewpoint has far-reaching consequences for organisational shape, market dynamics and capital structure as well as for our careers.
The atomic world will be one in which quality overrides quantity, in which achievement is held in higher regard than paper pushing, and in which you are valued for what you can deliver and nothing else.
The next industrial revolution will be about ideas. In this connected world, the high value atoms are freed and in the process the corporation is redefined and greatly condensed. Tomorrow’s tiny atoms, freed to achieve greater productivity, may be today’s individual employee, today’s small department within the company, or today’s contractor. In this post-service economy, large production utilities will continue to exist as no-brand companies, radically redesigned to undertake today’s mundane tasks more cost effectively. These new age industrial platforms will be located in off-shore regions such as China and India leaving western economies to concentrate on higher value activities.
The atomised economies of the West will function more effectively and more cost-efficiently, and will be more agile and therefore more responsive to change. The East will continue to benefit from traditional scale and scope – although in a much different fashion to current corporate monoliths. Together, the two principal regions will reach a new accord in global trade and commerce and maximise wealth for all concerned.
‘This is a radical new thesis and is worthy of further thought’ Chris Meyer, Author of 'Blur' and 'It's Alive'
‘Once in a decade a new big idea surfaces and sends ripples across the global business community. In this provocative new book, the authors set out a template for large organisations that is both compelling and radical. This is a must read for CEOs who wish to protect and strengthen our leading enterprises.’ Kevin Roberts, Worldwide CEO, Saatchi & Saatchi
‘Globalisation and
competition have induced profound changes on our leading corporations over the
last few decades. To survive and flourish in the post-industrial economy we
have to contemplate even more radical changes to our structures. This new book
should become the field guide for all executives seeking to maintain global
leadership.’
Dr Jochen Krautter Executive Vice President, Henkel Group
‘Over the last fifty years management science has been preoccupied with helping organisations to master scale and complexity. Recent economic trends demonstrate the futility of this purpose. Atomic argues for a fundamental change in our thinking and it is right.’ Professor Giorgio Donna, Director, School of Management, University of Turin
‘Farncombe and Camrass put forward a radical, powerful and at times unsettling thesis. If companies are to produce sustained growth and increased returns for shareholders in the world that the authors describe, they will increasingly rely on digital business strategies. For larger companies it means combining the leverage that their greater size affords them, with the degree of flexibility common to successful smaller firms. The companies that do this best will become devastatingly competitive.’ John Leggate, Group Vice President, Digital Business, BP
About the Authors
Roger Camrass is a director of Fujitsu in Europe and a Senior Associate of the Judge Institute at Cambridge University. He was one of the first Europeans to participate in the design of the Internet whilst at MIT in the seventies. Martin Farncombe specialises in the design of organisations and supply chains for the information age. He is a founding partner of Bridge Consulting International.
Further Information for Journalists and Broadcasters :
The authors will be available for comment on current and future business issues, write comissioned articles on new economy developments, or for interview.
Copies of their books are available for review. You can also download a sample chapter.
For more information, to discuss serialisation or to arrange author interviews and articles, please contact Jenny McCall e: jemccall@wiley.co.uk/ t: 01243 770679
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