A very appropriate book for online industry where there is obviously several folks trying to do the same thing. The barrier for entry into an online business is relatively small, get a domain name for under $10 per year, create a simple website for under $100 and the shop is open for business.
Differentiate or Die by Jack Trout and Steve Rivkin
http://www.forbes.com/2005/12/02/ibm-nordstrom-cocacola-cx_jt_1205trout.html
To be a successful and lasting business, there is more to it than just being open for business. There needs to be a strategy of what makes your product or service different and this what this author points out. If we come out with a business that is identical to one that already exists, we lost the first to market argument, unless we have better operational efficiencies.
In many ways, the web is still very young and there is a lot of room for differentiation in terms of services provided, technology differences, quality versus quantity, focussed versus general etc. Having a domain name strategy that differentiates your business is something to think about.
Domain names could be used as a barrier for entry by preventing additional competition, without generic domain names your competitors will have to spend more on advertising and thereby preventing additional competition.
