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Optimizing Digital Strategy


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Table of Contents

    • 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

About the Author

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.


"A practical handbook on running an online business, this is a must-read for the online practitioner through to the executive. Clear models, simple language, with plenty of examples across sectors make this an invaluable asset - it sits permanently on my desk! Importantly, Optimizing Digital Strategy offers good insights, perspective and practical advice on leadership and organizational challenges as a business develops."--Ann Steer, Chief Customer Officer, N Brown Group plc
"Optimizing Digital Strategy gives business leaders a practical toolkit for thinking about and executing their digital strategy. The Good Growth team have condensed years of research and experience into a genuinely useful handbook."--Alex Murray, Digital Director, Lidl UK
"Every retail leader should read this book. What the authors have written will help today's leaders navigate the maze of the digital world. They remove the mask of mystery to help understand where a business should focus its energy, people and capital. Optimizing Digital Strategy perfectly illustrates that technology alone is not the answer - the answer of course is the customer."--Darren Topp, Chairman, Retail Executives Limited, and experienced retail CEO
"Optimizing Digital Strategy successfully challenges the perception that more and more technology is the always answer - the organization is often the biggest barrier to online success and this book explores why and what to do about it. It's a commercial and engaging book that shows leaders how to improve performance. Full of useful frameworks and case examples, it sets out a structure with which leaders can assess their business and then focus on what needs to change to drive growth online."--Anna Rawling, Managing Director, Product and Portfolio Strategy, The Economist

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