Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Designing robust strategies for the digital age
Journal of Digital & Social Media Marketing,
2
(4),
317-326
(2015)
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.
Keywords: digitisation; corporate strategy
The full article is available to subscribers to the journal.
Author's Biography
Jacques Bughin is a senior partner, director, of McKinsey & Company where his work focuses on high-tech, telecom and media industries. He is a member of the McKinsey Global Institute council and a Fellow of ECARES and the University of Leuven. He is co-author of such books as ‘Managing Media Companies’ (Wiley & Sons), and his academic articles have been published in such journals as the European Economic Review, Management Science, Research Policy and Journal of Industrial Economics.
