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Building digital culture : a practical guide to successful digital transformation
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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Building digital culture : a practical guide to successful digital transformation/ Daniel Rowles and Thomas Brown. |
| 개인저자 | Rowles, Daniel,author. Brown, Thomas,1982- author, |
| 형태사항 | 1 online resource. |
| 기타형태 저록 | Print version: Rowles, Daniel. Building digital culture. London ; New York : Kogan Page, 2017 9780749479657 |
| ISBN | 9780749479664 0749479663 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | About the Authors; Contributors to this book; Foreword; Acknowledgements; Introduction; Part one Why you need a digital culture; 01 The increasing pace of change; Disruption; Death by a thousand cuts; Digital transformation; Beyond capability; 02 The technology catalyst; Enter Moore's Law; Exponential growth in perspective; Technology as an enabler; The near future; Technology changing society; Double-edged sword; Frictionless technology; The distant future; A guaranteed future prediction; 03 New channels, tools and business models. Business to business and technology innovationNew channels; New tools; New business models; Beyond Uber; Free is always cheaper; 04 Why organizations really fail at digital; Changing external landscape; Changing internal landscape; Broad skillsets; Conclusions; Part two Plotting your digital journey; 05 What a digital transformation looks like; What does a digital transformation involve?; Lessons learned; 06 Your digital culture audit; Your digital audit scores; 07 Understanding your stakeholders; Mapping your stakeholders; 08 Your strategic approach; Choosing a path; No silver bullet. Part three The Digital Culture Framework09 Definition and vision; Listening first; Connecting potential and priority; Three types of transformation; What sort of change is right for you?; Articulating your vision; 10 Leadership; The role of the CEO; The reality of trade-offs; Aligning objectives; (Non-fiction) Storytelling; 11 Agility; The need for speed; Overcoming the barriers; Decision rights; Failing fast; Agile methodology, reapplied; 12 Environment; Culture and environment; Digital technology and the workplace; Competing for digital talent; Beware the cool kids in the corner. 13 Skills and talentResistance to change; Learning techniques; T-shaped people; The digital skills gap; Digital marketing training and jobs; Global digital marketing skills shortage; The dogma of recruitment; Training and learning techniques; Classroom-based digital marketing training; Digital marketing qualifications; Conclusions; 14 Strategic positioning; Bridging the gap; Strategic positioning in practice; Business-to-business service; Consumer Packaged Goods; Complex consumer product; Charity funding; Beyond communications; Content marketing and the user journey; Traditional sales funnel. See, Think, Do, CareContent mapping; Authenticity; 15 Translation and communication; Speaking the right language; Identify the blockers; Lather, rinse, repeat; The network effect; It's a two-way street; The medium, not just the message; 16 Technology; Why technology matters; Getting the fundamentals in place; Single customer view; The painful truth about integration; Next step: Marketing automation; Why technology is a challenge; Creating an effective digital culture for technology; Conclusions; 17 Process and governance; Where we need processes; Avoiding 'bottom of the drawer' syndrome. |
| 요약 | Leading companies including BMW, Twitter, Deloitte and Bloomberg share their insider stories of how embracing digital culture has improved their business practices, leading to increased adaptivity and productivity. |
| 일반주제명 | Information technology --Management. BUSINESS & ECONOMICS --Industrial Management. BUSINESS & ECONOMICS --Management. BUSINESS & ECONOMICS --Management Science. BUSINESS & ECONOMICS --Organizational Behavior. Information technology --Management. |
| 언어 | 영어 |
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