An Introduction to IMM

by John C. Scott

Most companies that adopt Internet technology do so without a long-term goal. It's a great adventure that starts with "we've got to have an Internet site, even though we don't exactly know what we'll do with it after it's up." Although there are thousands of ISPs and probably tens of thousands of Web designers capable of building a corporate site for you, few (if any) are capable of advising you on the strategic alignment of Internet initiatives with corporate goals and IT directions. Many companies have numerous Web sites, often with conflicting messages, and few are aligned with any business process extending beyond a particular department or division.