3 Steps to Market-Driven Digital Transformation Premium

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The authors interviewed C-suite executives from 22 companies to discover best practices, and missteps, on the path to getting a business ready for a digitally transformed world. Their model, called the Stairway to Digitalization, starts with the ability to interpret market forces. This demands a marketing-driven fixation on customers, but since customers' evolving needs do not happen in a vacuum, managers also need to analyze competitors, collaborators and context. The next step is for the executive committee and board to express a wholehearted digital commitment. Finally, the authors explain the chief levers of execution, so that the strategic goal of digital transformation might be achieved, resulting in a new business proposition for the firm. This article contains useful tips applicable to incumbent firms and digital pure players alike.
Bibliographic citation: Villanueva, Julián; Ferrándiz, Luis, "3 Steps to Market-Driven Digital Transformation: Stairway to Digitalization", IESE Insight, No. 32, First Quarter 2017, pp 15 - 22

Reference: 10.15581/002.ART-2980 (DOI)
Date: 16/03/2017
Author(s): Villanueva, Julián; Ferrándiz, Luis
Document type: Non-refereed article
Languages: Spanish / English