Optimizing Digital Strategy

How to Make Informed, Tactical Decisions That Deliver Growth
1. Auflage 2018
ISBN: 978-0-7494-8372-2
Verlag: Kogan Page

Buch, Englisch, 248 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 564 g

Optimizing Digital Strategy
explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets.

Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs,
Optimizing Digital Strategy
addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as
The Economist
, Sky, O2, Regus, the
Financial Times
, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.

Autoren/Hrsg.

Shaw, Nick

Bones, Christopher

Hammersley, James

Fachgebiete

• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 01: Building digital strategy that works;Chapter - 02: Why digital strategies fail and how to recognize failure;Chapter - 03: Levers for digital growth and how to use them;Chapter - 04: The importance of innovation in driving success;Chapter - 05: The dark side of digital;Chapter - 06: Emerging digital business models;Chapter - 07: The e-commerce system;Chapter - 08: Building a customer-centric culture;Chapter - 09: Making digital choices that differentiate success from failure;Chapter - 10: This is the business of transformation

Über Autor(innen)

Hammersley, James
James Hammersley founded Good Growth with Chris Bones, an innovative digital change consultancy, whose clients include Bupa, The Open University, Barclays Connector and O2 among others. Having worked on introducing digital performance to large organisations including Apple he has witnessed first hand the potential of digital to transform how we list to and respond to customers.

Bones, Christopher
Professor Chris Bones is an established thought leader in People, Organisation Strategy and Change and a widely acclaimed, award winning author. He has over thirty years experience in senior leadership positions working with such companies as Diageo, Cadbury, Schweppes and Shell. Appointed the first non-academic Principal of Henley Business School in 2004 he is now Dean Emeritus at Henley, Professor of Creativity and Leadership at Manchester Business School and Visiting Professor at the University of Aberdeen.

Shaw, Nick
Nick Shaw is Director of Digital for Good Growth. He has over 10 years of experience in leading and helping a variety of organizations to improve their sales effectiveness and innovation performance.

Christopher Bones
is co-founder of GoodGrowth, He is an established thought leader in organizational strategy and change management in companies such as Diageo, Cadbury, Schweppes and Shell. He is Professor of Creativity and Leadership at Alliance Manchester Business School.


James Hammersley
is a co-founder of GoodGrowth whose clients include Bupa, The Open University, Barclays Connector and O2.


Nick Shaw
is Director of Digital for Good Growth. He has over 10 years of experience in leading and helping a variety of organizations to improve their sales effectiveness and innovation performance.