Leading Digital Strategy: Driving Business Growth Through Effective E-commerce

by Christopher Bones, James Hammersley

Overview

For a business to thrive competitively in today's marketplace, it needs to have an effective e-commerce channel. Getting it right opens up new markets and opportunities; getting it wrong leads to declining revenues and profitability. To ensure effectiveness, business leaders and decision-makers must understand how e-commerce channels work to make the best strategic choices for their business. Drawing on experience in consulting to large complex organisations and ground-breaking primary research with senior executives from leading corporations, Leading Digital Strategy creates a convincing case for action and offers practical strategies, methodologies and models to improve the effectiveness of a company's online offering. It explores how to align organisational structure with wider goals and implement a customer-centric culture. With coverage of the key digital trends, tools and technologies affecting business today, it provides a practical framework for multi-channel success.

This book challenges leaders to become as fluent and creative in digital as they are in finance, sales and marketing, and equips them to choose the right strategy and the right people to make it happen. With strategies for improved operational performance and enhanced engagement from senior management, Leading Digital Strategy gives readers the power to drive forward effective digital initiatives and realise rewarding opportunities for change.

Product Details

ISBN-13:	9780749473099
Publisher:	Kogan Page, Ltd.
Publication date:	03/31/2015
Pages:	240
Product dimensions:	6.10(w) x 9.20(h) x 0.70(d)

About the Author

Professor Christopher Bones is an established thought leader in people, organization strategy and change and a widely acclaimed, award-winning author. He has over 30 years' experience in senior leadership positions, working with companies such as Diageo, Cadbury Schweppes and Shell. Appointed the first non-academic Principal of Henley Business School in 2004, he is now Dean Emeritus at Henley and Professor of Creativity and Leadership at Manchester Business School.

James Hammersley founded Good Growth with Christopher Bones, an innovative digital change consultancy, whose clients have included Bupa, The Open University, Barclays Connector and O2 among others. Having worked on introducing digital performance to large organizations as a sales specialist he has witnessed first-hand the potential of digital to transform how we listen to and respond to customers.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: 21st-century markets; ** Chapter - 02: Identifying the e-commerce opportunity; ** Chapter - 03: Putting customers first; ** Chapter - 04: The new marketing model; ** Chapter - 05: The business of e-commerce; ** Chapter - 06: The growth organization; ** Chapter - 07: Leadership in change; ** Chapter - 08: Digital leadership in practice; ** Chapter - 09: The e-commerce leadership model

Editorial Reviews

"The speed of evolution in digital business is accelerating. However digitally savvy you may be, this is a useful blueprint for business leadership in the digital age."

Doug Johnson-Poensgen

"For businesses to thrive in today's markets they need to engage effectively with digital. This book provides an effective framework that helps leaders drive their digital efforts in the right direction. It offers a blueprint that many leaders will find invaluable."

Paul Walsh

"This is a book for commercial leaders who are looking for a blueprint to drive their e-commerce strategy. It pulls together the key drivers for digital success into a handbook that is straightforward and easy to read. It will persuade you that e-commerce is an organizational more than a technical challenge."

Fitness First - David Langridge

"A book that demystifies “digital” for business leaders. No longer can senior business leaders afford to simply delegate digital leadership in their business, and this book provides a practical blueprint by which leaders can measure, monitor and drive their business irrespective of their technical knowledge – or lack of it!"

Dews Motor Group - Craig Hamer

"Moore’s law is not changing what is done in economy, but it is very significantly changing how things are done. For example, if you take modern cars today, more than 50 per cent of the budget for new cars is software. The same principle applies for selling products and services. Leading Digital Strategy is a must-read for those who want to stay relevant in the 21st century through strong e-commerce."

Microsoft Europe - Jan Mühlfeit

"A must-read for leaders of all levels, Leading Digital Strategy provides a clear leadership blueprint to ensure full commercial advantage is extracted from e-commerce strategy. It demystifies an area that most business leaders over thirty don't “get”. I believe most boards would benefit from reading this too, as it clearly pinpoints the key questions to ask to ensure value for money and the collection of key customer insights to underpin organizational strategy for the future. It is a handbook you will return to again and again."

Advanced Boardroom Excellence Limited - Helen Pitcher

"The speed of evolution in digital business is accelerating. However digitally savvy you may be, this is a useful blueprint for business leadership in the digital age."

Corporate Banking, Barclays Bank - Doug Johnson-Poensgen

"For businesses to thrive in today’s markets they need to engage effectively with digital. This book provides an effective framework that helps leaders drive their digital efforts in the right direction. It offers a blueprint that many leaders will find invaluable."

former CEO, Diageo - Paul Walsh

"This is for the executive who sees the opportunity in digital but who is frustrated or daunted by the practicalities of execution. Leading Digital Strategy provides us with a response, refreshingly framed in terms of the fundamental management and leadership disciplines required. It is a confidence-inspiring guide that reminds us that it is not technology, but established business best practice that drives success in the digital world. I wish I had read a copy three years ago."

IDEO Europe - Alan South

"Wake up and smell the differences in the digital world we now find ourselves in! Chris and James very successfully educate, challenge and stimulate smart thinking and practical actions. In particular, the excellent “killer questions” poke the reader into a thorough assessment of their business."

o2/Telefónica uK - Feilim Mackle

"Leading Digital Strategy is a must read for those who want to stay relevant in the 21st century through strong e-commerce."

Jan Mühlfeit

"This is for the executive who sees the opportunity in digital but who is frustrated or daunted by the practicalities of execution. Leading Digital Strategy provides us with a response, refreshingly framed in terms of the fundamental management and leadership disciplines required. It is a confidence-inspiring guide that reminds us that it is not technology, but established business best practice that drives success in the digital world. I wish I had read a copy three years ago."

Alan South

"The authors very successfully educate, challenge and stimulate smart thinking and practical actions. In particular, the excellent 'killer questions' poke the reader into a thorough assessment of their business."

Feilim Mackle