Summary of Dinosaur to Dynamo

How 20 Old Economy Companies Are Winning in the New Economy

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Dinosaur to Dynamo book summary
Jurassic Inc.: Those old dinosaurs aren’t extinct after all.


8 Overall

8 Applicability

8 Innovation

9 Style


Old-economy companies weren’t supposed to survive the dot-com era, but some of the "dinosaurs" adapted and they’re doing quite well, thank you. Accomplished business author David Stauffer profiles 20 old-economy companies that excel at e-business. The usual-suspect behemoths, such as Ford and Bertelsmann, are here, but he also profiles a six-man automobile transmission shop in Arizona, seed stock ranchers in Montana and other less-than-obvious candidates. Stauffer says that every company’s path toward e-commerce is unique, but that path is nonetheless generally approved and determined by management. Thus, change is hard to manage without CEO support, even if the CEO dates back to dinosaur days. So if you run a traditional company - with actual assets - and you want to make that difficult evolutionary stride toward e-commerce, getabstract suggests that you might find concise instruction here.

In this summary, you will learn

  • How old-economy companies are successfully embracing e-commerce;
  • Which eight actions helped transform dinosaur companies into modern, connected enterprises; and
  • How to get the most from old-economy attitudes and new-economy innovations.


Jurassic Inc.
Despite the hype, old-economy businesses are not doomed and can, in fact, adapt to change and sometimes even outperform their dot-com competitors.

While it’s too early to judge whether these companies will be long-term winners in the 21st century, a close look...
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About the Author

Business writer David Stauffer heads the corporate writing firm Stauffer Bury Inc., in Red Lodge, Montana. He is the author of books on AOL and Cisco, dozens of articles in leading business periodicals and hundreds of annual reports and other corporate communications. He can be reached by e-mail at

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