Wacksman / Stutzman Connected by Design

Seven Principles for Business Transformation Through Functional Integration
1. Auflage 2014
ISBN: 978-1-118-90721-4
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, E-Book

In a world of fierce global competition and rapid technologicalchange, traditional strategies for gaining market share andachieving efficiencies no longer yield the returns they once did.How can companies drive consumer preference and secure sustainablegrowth in this digital, social, and mobile age?
The answer is through functional integration. Some of theworld's most highly valued companies--including Amazon, Appleand Google--have harnessed this new business model to buildhighly interactive ecosystems of interrelated products and digitalservices, gaining new levels of customer engagement. Functionalintegration offers forward-looking brands a unique competitive edgeby using transformative digital technologies to deliver high-valuecustomer experiences, generate repeat business, and unlocklucrative new business-to-business revenue streams.
Connected By Design is the first book to show businessleaders and marketers exactly how to use functional integration toachieve transformative growth within any type of company. Based onR/GA's pioneering work with firms at the forefront of functionalintegration, Barry Wacksman and Chris Stutzman identify sevenprinciples companies must follow in order to create and deliver newvalue for customers and capture new revenues. Connected ByDesign explains how functional integration drove thetransformation of market-leading companies as diverse as Nike,General Motors, McCormick & Co., and Activision to establishauthentic brand relationships with their customers, enter newcategories, and develop new sources of income. With Connected byDesign, any company can leverage technological disruption toredefine its mission and foster greater brand loyalty andengagement.

Autoren/Hrsg.

Wacksman, Barry

Stutzman, Chris

Inhaltsverzeichnis

Introduction 1
Part One the Model 21
1. The Growth Challenge of the 21st Century 23
Principle One: Utility is relevance
2. The Digital Revolution 43
Principle Two: Context is king
3. The Ecosystem of Value 69
Principle Three: Synergy captures customers
Part Two Mastering the Model 95
4. The Art of the Possible 97
Principle Four: Reimagine value creation
5. The Digital Service Launchpad 125
Principle Five: Redesign value delivery
6. The Drivers of Connected Growth 151
Principle Six: Redirect toward value capture
7. Cultivating an Ecosystem of Value 179
Principle Seven: Lead like the world depends on it
Notes 203
Acknowledgments 223
About the Authors 229
Index 231

Über Autor(innen)

BARRY WACKSMAN is executive vice president and chiefgrowth officer at R/GA, a full-service digital advertising andmarketing consultancy. During his 15 years with R/GA, Barry hashelped shape the vision of the agency and advised dozens of Fortune500 companies on digital strategy. He lives in New York with hiswife and son.
CHRIS STUTZMAN is managing director of the businesstransformation practice at R/GA, where he helps companies transformtheir businesses for the digital age. Prior to joining R/GA in2012, he was a vice president and principal analyst at ForresterResearch. He lives in New York with his wife and son.
For more information, please visit www.rga.com.