Communications, globalization and automation have flattened the world and transformed the competitive landscape. The traditional competitive advantages of size and scale have been replaced by speed and flexibility and new Web technologies have enabled a multitude of disruptive new business models. In”Why Buy the Cow?” the first book by Subrah Iyar, the co-founder of WebEx, examines these changes and how smart companies are reinventing business processes to create sustainable competitive advantage.The introduction and first chapter is available today on News@Cisco.Iyar’s book stitches together the rise of software as a service (SaaS), web collaboration, the changing role knowledge workers and the new opportunities web 2.0 technologies are creating. “Why Buy the Cow?” was edited by Dr. Cindy Gordon, CEO of Helix and features pieces by Heidi Collins, Steve Barth, Dave Snowden, and Bill Ives. To purchase a copy of”Why Buy the Cow,” visit Cisco Press or Amazon.com.