Overview
- Articulates a phenomenon that we already know is happening but hadn't named yet
- Quality of input from real life practitioners
- Looks at the impact of digital not just on marketing but on wider corporate strategy
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Table of contents (11 chapters)
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Front Matter
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Back Matter
Keywords
About this book
In today's digital economy even large companies are finding that their planning horizons are being measured in months rather than years or quarters (if not yet in the weeks or even days of startups). On the other hand, investors are less swayed by the excitement of 'digital' and expect harder and more rigorous medium term planning from start-ups.
As a result, while the empirical process of learning by doing is becoming part of traditional companies' strategy processes, digital pure plays are no longer just making it up as they go along, but actively learning and changing as they go along. In short: on the battlefield of online commerce, strategy blends with tactics.
Indeed, the distinction between pure play and hybrid is increasingly redundant as more holistic business models begin to emerge. Digital Stractics captures the experience and insights of some 60 entrepreneurs, CEOs and chairmen of both pure plays and hybrids to formulate frameworks within which both pure plays and hybrids can shape their strategy and business models.
As timescales between 'plan' and 'do' collapse strategy and tactics have to blend. The world of STRACTICS is upon us.
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Digital Stractics
Book Subtitle: How Strategy Met Tactics and Killed the Strategic Plan
Authors: Chris Outram
DOI: https://doi.org/10.1007/978-1-137-57483-1
Publisher: Palgrave Macmillan London
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2016
Hardcover ISBN: 978-1-137-57481-7Published: 01 December 2015
eBook ISBN: 978-1-137-57483-1Published: 29 April 2016
Edition Number: 1
Number of Pages: XXV, 160
Topics: Business Strategy/Leadership, Management, Marketing, Development Economics, Operations Research/Decision Theory, Innovation/Technology Management