For a business to thrive competitively in today's marketplace, it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness, business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations, Leading Digital Strategy creates a convincing case…mehr
For a business to thrive competitively in today's marketplace, it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness, business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations, Leading Digital Strategy creates a convincing case for action and offers practical strategies, methodologies and models to improve the effectiveness of a company's online offering. It explores how to align organisational structure with wider goals and implement a customer-centric culture. With coverage of the key digital trends, tools and technologies affecting business today, it provides a practical framework for multi-channel success.
This book challenges leaders to become as fluent and creative in digital as they are in finance, sales and marketing, and equips them to choose the right strategy and the right people to make it happen. With strategies for improved operational performance and enhanced engagement from senior management, Leading Digital Strategy gives readers the power to drive forward effective digital initiatives and realise rewarding opportunities for change.
Professor Christopher Bones is a people, organization strategy and change expert and an award-winning author of The Cult of the Leader (Jossey-Bass). He has experience working with companies such as 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. James Hammersley founded Good Growth, an innovative digital change consulting company, with Christopher Bones. Their clients include The Open University and Barclays Connector among others. Having worked on introducing digital performance to large organizations including Apple, he has witnessed first-hand the potential of digital to transform how companies listen to and respond to customers.
Inhaltsangabe
Chapter - 00: Introduction;
Chapter - 01: 21st-century markets;
Chapter - 02: Identifying the e-commerce opportunity;
Chapter - 03: Putting customers first;
Chapter - 04: The new marketing model;
Chapter - 05: The business of e-commerce;
Chapter - 06: The growth organization;
Chapter - 07: Leadership in change;
Chapter - 08: Digital leadership in practice;
Chapter - 09: The e-commerce leadership model
Acknowledgements Introduction 01 21st-century markets Executive summary Schumpeter's gale The retail sector The sharing economy Over-the-top propositions Modern markets offer near-perfect competition Why most organizations are not fit for purpose The impact on sales and marketing effectiveness A brave new world that needs embracing The leadership agenda Notes 02 Identifying the e-commerce opportunity Executive summary Why your new website is unlikely to fix the problem The e-commerce credibility challenge The organization as a root cause Have consultants got better answers? The dangers of data The leadership agenda Notes 03 Putting customers first Executive summary Customer insight Test and learn Deep data not just big data Hypothesis creation Customer to Action® Who owns the digital channel? The sales funnel The leadership agenda Notes 04 The new marketing model Executive summary The impact of technology on shopping A convergent world The marketing challenge How digital changed spend Why Google is the online high street Traffic The online brand Content is king Keywords E-mail marketing Social media: Role, opportunities and pitfalls The leadership agenda Notes 05 The business of e-commerce Executive summary So what does an e-commerce team do? Commercial imperative Managing the sales funnel The leadership agenda Notes 06 The growth organization Executive summary The organization model Structures The leadership agenda Notes 07 Leadership in change Executive summary Engagement in a world of change Being relevant to the workforce of the future Leading change in a digital channel So why won't people just accept it and move on? The leadership agenda Notes 08 Digital leadership in practice Executive summary Digital as a driver of growth A route to a more focussed customer engagement An opportunity to introduce new products and services The importance of learning about customers The challenge of changing customer behaviour Talent is less about technical skills and more about business knowledge The leadership challenge is change And then, of course, there's the technology The leadership agenda 09 The e-commerce leadership model Executive summary The e-commerce management model Leadership choices Final thoughts Glossary Index
Chapter - 02: Identifying the e-commerce opportunity;
Chapter - 03: Putting customers first;
Chapter - 04: The new marketing model;
Chapter - 05: The business of e-commerce;
Chapter - 06: The growth organization;
Chapter - 07: Leadership in change;
Chapter - 08: Digital leadership in practice;
Chapter - 09: The e-commerce leadership model
Acknowledgements Introduction 01 21st-century markets Executive summary Schumpeter's gale The retail sector The sharing economy Over-the-top propositions Modern markets offer near-perfect competition Why most organizations are not fit for purpose The impact on sales and marketing effectiveness A brave new world that needs embracing The leadership agenda Notes 02 Identifying the e-commerce opportunity Executive summary Why your new website is unlikely to fix the problem The e-commerce credibility challenge The organization as a root cause Have consultants got better answers? The dangers of data The leadership agenda Notes 03 Putting customers first Executive summary Customer insight Test and learn Deep data not just big data Hypothesis creation Customer to Action® Who owns the digital channel? The sales funnel The leadership agenda Notes 04 The new marketing model Executive summary The impact of technology on shopping A convergent world The marketing challenge How digital changed spend Why Google is the online high street Traffic The online brand Content is king Keywords E-mail marketing Social media: Role, opportunities and pitfalls The leadership agenda Notes 05 The business of e-commerce Executive summary So what does an e-commerce team do? Commercial imperative Managing the sales funnel The leadership agenda Notes 06 The growth organization Executive summary The organization model Structures The leadership agenda Notes 07 Leadership in change Executive summary Engagement in a world of change Being relevant to the workforce of the future Leading change in a digital channel So why won't people just accept it and move on? The leadership agenda Notes 08 Digital leadership in practice Executive summary Digital as a driver of growth A route to a more focussed customer engagement An opportunity to introduce new products and services The importance of learning about customers The challenge of changing customer behaviour Talent is less about technical skills and more about business knowledge The leadership challenge is change And then, of course, there's the technology The leadership agenda 09 The e-commerce leadership model Executive summary The e-commerce management model Leadership choices Final thoughts Glossary Index
Rezensionen
"For businesses to thrive in today's markets they need to engage effectively with digital. This book provides an effective framework that helps leaders drive their digital efforts in the right direction. It offers a blueprint that many leaders will find invaluable." Paul Walsh, Chairman, Compass Group and former CEO of Diageo
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