Leading Digital Strategy - Christopher Bones

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Résumé :
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 organizational 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 realize rewarding opportunities for change.

Biographie:
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.

Sommaire:
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