12.1 Introduction

There are all sorts of hidden magic at work whenever you connect to the Internet. But what really makes it possible to reach servers halfway around the world in just a fraction of a second? Understanding this is not only fascinating—it’s also critically important for today’s managers to have at least a working knowledge of how the Internet functions. The Internet is a platform of possibilities and a powerful business enabler. Understanding how the Internet and networking work can help you brainstorm new products and services while recognizing the roadblocks that might stand in the way of turning ideas into reality.

Marketing professionals who understand how the Internet reaches consumers gain deeper insight into how technology can be used to find and target customers. Finance firms that rely on trading speed to move billions in the blink of an eye must master Internet infrastructure to avoid being outpaced by more agile competitors. Moreover, knowing how the Internet works helps all managers recognize where their firms are vulnerable. In most industries today, if your network goes down, you might as well shut your doors and go home—it’s nearly impossible to get anything done without being online. Managers who understand the Net are better prepared to take appropriate steps to secure their firms and keep their organizations continuously connected.