Leading Digital Strategy: Driving Business Growth Through Effective E-commerce - Hardcover

Bones, Professor Christopher; Hammersley, James

Hardcover

ISBN 10: 0749479078 ISBN 13: 9780749479077

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

Review:

"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)

"The authors very successfully educate, challenge and stimulate smart thinking and practical actions. In particular, the excellent 'killer questions' poke the reader into a thorough assessment of their business." (Feilim Mackle, Sales and Service Director, O2/Telefonica)

"The speed of evolution in digital business is accelerating. However digitally savvy you may be, this is a useful blueprint for business leadership in the digital age." (Doug Johnson-Poensgen, former Managing Director, Corporate Banking, Barclays Bank)

"This is for the executive who sees the opportunity in digital but who is frustrated or daunted by the practicalities of execution. Leading Digital Strategy provides us with a response, refreshingly framed in terms of the fundamental management and leadership disciplines required. It is a confidence-inspiring guide that reminds us that it is not technology, but established business best practice that drives success in the digital world. I wish I had read a copy three years ago." (Alan South, former CEO, IDEO Europe)

"Leading Digital Strategy is a must read for those who want to stay relevant in the 21st century through strong e-commerce." (Jan Mühlfeit, former Chairman, Microsoft Europe)

Book Description:

Provides practical tools and models to support a customer-centric digital strategy

Explains how to gather and use real data in real time to inform strategy and improve performance

Shows how to successfully build a multichannel mindset through interviews with e-commerce pioneers from O2, Barclays, Sky and Fitness First, and a case study of the Open University

About this edition

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749479078
• ISBN 13: 9780749479077
• Binding: Hardcover
• Number of pages: 240