Farce to Force: Building a Profitable E-commerce Strategy by Sarah McCueBOOK REPORTThesisIn his book, McCue, a consultant to the US government, United Nations and World Bank organizations on trade development, e-commerce, e-government and youth issues since 1991 – indicates that the Internet is used as a means of sales and marketing but this sales channel is not viable as expected because a huge number of competitive websites are growing exponentially. Furthermore, misunderstanding of e-commerce and information and communications technologies (ICT) can result in ineffective business practices. It also provides handy checklists, detailed descriptions of key operating principles, and helpful advice on what to do, what not to do, and where to find information for building an e-commerce strategy and executing it in an integrated marketing program. This book also contains templates and techniques for strategic and additional resources. And most importantly, the ideas presented here can be used in all organizations, from small to large e-commerce businesses in this rapidly changing world. Key Points/Artwork In just over 200 pages, Farce to Force covers a few main points that readers should take note of. as follows: • Myths and misperceptions regarding e-commerce: By analyzing the collapse of a large number of e-commerce sites, the author indicates that understanding e-commerce and ICT is very important. The Internet is a useful tool for improving productivity, customer service, and expanding into global markets. However, some companies are building unprofitable sites due to misuse and misapplication. They don't listen, don't respond immediately to their customers, or don't know how to use information and telecommunications technology to change the psychology of customers and buyers. Therefore, customers give up or switch to use some giant sites (McCue, 2006, p. 3). The attached Appendix 1 shows myths and misperceptions regarding e-commerce and ICT (McCue, 2006, p.9) • The challenges of building an e-commerce program: the author suggests the following obstacles for businesses in the e-commerce: costs; safety; lack of success; lack of corporate e-commerce strategy; lack of national e-commerce strategies; lack of support in business assistance; lack of knowledge and application of information technologies; lack of adequate Internet service providers; limited use of the Internet to locate and purchase products and services; conflict with customers' traditional purchasing practices; failure to identify successful e-commerce industries or sectors; inability to identify which products sell well; and the government's failure to provide solutions.