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Designing robust strategies for the digital age

Author

Listed:
  • Bughin, Jacques

    (McKinsey & Company, Belgium)

Abstract

Digitisation is a key priority in many industries. Yet many companies engaging in such transformational processes lack a clear-cut digital strategy. What is more, many of those companies with a strategy in place rely on conventional strategy frameworks instead of putting the framework to the digital test. This paper uses case examples and questions to inform companies on the robustness of their digital strategy.

Suggested Citation

  • Bughin, Jacques, 2015. "Designing robust strategies for the digital age," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(4), pages 317-326, February.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:317-326
    as

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    More about this item

    Keywords

    digitisation; corporate strategy;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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