Teaching New Executives Some Old Tricks

B-schools offer Web entrepreneurs the knowledge they lack

Cross-fertilization between the New and Old Economies is the idea behind business-school marketing these days. B-schools have sunk big money over the past three years into researching e-commerce, entrepreneurship, and technology in order to bring bricks-and-mortar managers up to speed. Now they want to ply their expertise in reverse--training dot-com execs in traditional management theories, financial modeling, and other areas where they fall short. "We can teach a dot-com about logistics, alliances, access to sources of innovation, or globality," declares C.K. Prahalad, a University of Michigan professor of business administration. "Everyone has to learn new tricks, including dot-com companies. There's a lot [to understand] beyond the IPO."

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