Tesco
Creating Digital Offerings Customers Will Buy
Article

Creating Digital Offerings Customers Will Buy

Find the sweet spot between what technologies can deliver and what your customers need.

Jeanne W. Ross, Cynthia M. Beath and Martin Mocker
MIT Sloan Management Review, 2019
Read the article

Read or listen offline

автоматическое преобразование текста в аудио
  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×
автоматическое преобразование текста в аудио

Editorial Rating

8

Qualities

  • Applicable
  • Concrete Examples
  • Hot Topic

Recommendation

Digital innovation is critical for companies that want to thrive. Management must craft and implement strong development strategies. This expert analysis by Jeanne W. Ross, Cynthia M. Beath and Martin Mocker for MIT Sloan Management Review describes key characteristics to include in innovation plans to improve operations. The recommendations aren’t groundbreaking, but the article shines in its use of examples. Each recommendation comes with a real-world case study of a company that implemented the guidance successfully. This well-structured and useful read is suitable for any company pivoting toward digital. 

Take-Aways

  • Innovating digitally is critical – but easier said than done. 
  • Companies should pivot from long-term, investment-heavy “big idea” projects to lower-stakes, shorter-term digital ideas. 
  • Connecting staff to resources and opportunities will boost ideation. 

About the Authors

Jeanne W. Ross is principal research scientist for MIT’s Center for Information Systems Research. Cynthia M. Beath is emerita professor of information systems at the McCombs School of Business at the University of Texas at Austin. Martin Mocker is a research affiliate at MIT’s Center for Information Systems Research and a professor of information systems at ESB Business School at Reutlingen University in Reutlingen, Germany. 

Comment on this summary or Начать обсуждение