Embracing electronic publishing

Describes how MCB University Press has started to come to terms with the metamorphosis which electronic publishing offers. Sees a future where interactive multimedia products and services are the norm and are quite differently distributed, based on new alliances from within but also from outside the traditional players. Explores how MCB′s strengths might be used to succeed in the new frameworks and concludes that double‐loop action learning is the only viable way ahead. Identifies that authors will be a constant point of reference and that networked desktop PCs and networked homes will open vast new markets to those who can re‐present knowledge and information to gain and hold their attention. Outlines what MCB has done so far.