Leading Digital
Autor George Westerman, Didier Bonnet, Andrew McAfeeen Limba Engleză Hardback – 14 oct 2014
Ne-a atras atenția modul în care Leading Digital reușește să ancoreze conceptul de transformare digitală în realitatea companiilor de mari dimensiuni. Abordarea diferă de Digital Transformation Playbook prin faptul că este mai puțin axată pe redefinirea gândirii strategice abstracte și mai mult pe aplicabilitatea imediată în organizații cu structuri complexe. În timp ce alte lucrări se concentrează pe succesul fulminant al companiilor din Silicon Valley, autorii George Westerman, Didier Bonnet și Andrew McAfee analizează economia reală: acele 90 de procente formate din industrii tradiționale, de la producție la farmaceutice.
Merită menționat că volumul se bazează pe un studiu riguros efectuat asupra a peste 400 de firme globale, oferind exemple concrete de la giganți precum Nike sau Burberry. Notăm cu interes structura bipartită a cărții: prima parte identifică unde trebuie direcționate investițiile digitale, iar a doua parte explică modul în care trebuie condusă efectiv schimbarea. Față de Digital Business Transformation, care explorează sustenabilitatea avantajului competitiv, Leading Digital oferă un „playbook” operațional, un set de reguli tactice pentru guvernanță și viziune.
Poziționăm această lucrare ca o evoluție firească a temelor explorate anterior de George Westerman în Real Business of IT. Dacă în acea lucrare autorul demonta mitul tehnologiei ca simplu centru de cost, în Leading Digital el demonstrează cum tehnologia devine motorul principal de profitabilitate. Ritmul textului este unul pragmatic, eliminând jargonul inutil în favoarea unor direcții clare pentru îmbunătățirea experienței clienților și eficientizarea operațiunilor prin analiză de date și cloud computing.
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Specificații
ISBN-10: 1625272472
Pagini: 256
Dimensiuni: 238 x 163 x 27 mm
Greutate: 0.56 kg
Editura: Harvard Business Review Press
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De ce să citești această carte
Recomandăm această carte liderilor din companii consacrate care simt presiunea digitalizării, dar nu știu de unde să înceapă. Veți câștiga un cadru de execuție validat prin date, nu doar teorie. Este resursa esențială pentru a transforma o organizație tradițională într-un „Digital Master”, beneficiind de un ghid pas cu pas care transformă incertitudinea tehnologică într-un avantaj strategic măsurabil.
Despre autor
George Westerman este cercetător principal la MIT Sloan Initiative on the Digital Economy, concentrându-se pe modul în care organizațiile pot obține valoare din inovația tehnologică. Alături de el, Didier Bonnet, vicepreședinte executiv la Capgemini Invent, și Andrew McAfee, co-fondator al MIT Initiative on the Digital Economy, aduc o expertiză vastă în strategie și economie digitală. Împreună, autorii combină rigoarea academică a MIT cu experiența practică de consultanță la nivel global, oferind o perspectivă unică asupra intersecției dintre managementul tradițional și noile tehnologii disruptive.
Recenzii
ADVANCE PRAISE for Leading Digital:
Pete Blackshaw, Global Head of Digital and Social Media, Nestlé—
“Successful transformation of your organization to digital doesn’t just happen—you need to lead it. Leading Digital shows the key elements and processes that have made Digital Masters out of companies around the globe, in many different industries, not just high-tech. A must-read.”
Michael Tushman, professor, Harvard Business School; coauthor, Winning Through Innovation—
“The days when senior executives could delegate technology issues to their technology people are over. Digital leadership capability is essential to thriving in a world of fast-changing technologies. Westerman, Bonnet, and McAfee provide a clear and readable guidebook to help any leader or manager play an effective role in turning technology challenges into transformation opportunities, both now and in the future.”
Joe Tucci, Chairman and CEO, EMC Corp.—
“To stay relevant in this new, always-connected digital universe, businesses in virtually every industry are reinventing their business models for unprecedented customer access, interaction, speed, and scale. Leading Digital shows how transformative companies are navigating this disruptive era successfully—and why others are falling behind.”
Pierre Pringuet, Vice Chairman of the Board and CEO, Pernod Ricard—
“Leading Digital provides comprehensive, fact-based insights into how multinational companies can leverage digital technology to transform their businesses’ performance. In this book, the authors provide not only the inspiration, but also the practical guidance required for CEOs to successfully navigate this complex transformation.”
Erik Brynjolfsson, professor, MIT Sloan School; Director, MIT Initiative on the Digital Economy; and coauthor, The Second Machine Age—
“Technologies—whether based on stone, steel, or software—are tools. They deliver results only when wielded effectively. Westerman, Bonnet, and McAfee’s careful and insightful research reveals the patterns common to the most effective leaders of the digital revolution and shows how they are using digital technologies to deliver impressive results.”
Charlene Li, founder and CEO, Altimeter Group; author, Open Leadership; and coauthor, Groundswell—
“Digital is no longer the responsibility of a few tech-savvy executives—in the age of digital customers, it needs to be the responsibility of every leader in the organization. Leading Digital provides a blueprint for digital transformation.”
Notă biografică
Didier Bonnet is a Senior Vice President at Capgemini Consulting, where he serves as Global Practice Leader and heads Capgemini Consulting’s Digital Transformation program. He has more than twenty-five years’ experience in strategy, internet economics, globalization, and business transformation for large corporations.
Andrew McAfee is Co-Director of the MIT Initiative on the Digital Economy. He has also held appointments at Harvard Business School and Harvard’s Berkman Center for Internet and Society. In 2008, McAfee was named number 38 on the Ziff Davis list of the “100 Most Influential People in IT.” He was also named one of the fifty most influential people in business IT, by Baseline Magazine. He is coauthor of The Second Machine Age (2014) and Race Against the Machine (2011), and the author of Enterprise 2.0 (2009).
Descriere
If you think the phrase “going digital” is only relevant for industries like tech, media, and entertainment—think again. In fact, mobile, analytics, social media, sensors, and cloud computing have already fundamentally changed the entire business landscape as we know it—including your industry. The problem is that most accounts of digital in business focus on Silicon Valley stars and tech start-ups. But what about the other 90-plus percent of the economy?
In Leading Digital, authors George Westerman, Didier Bonnet, and Andrew McAfee highlight how large companies in traditional industries—from finance to manufacturing to pharmaceuticals—are using digital to gain strategic advantage. They illuminate the principles and practices that lead to successful digital transformation. Based on a study of more than four hundred global firms, including Asian Paints, Burberry, Caesars Entertainment, Codelco, Lloyds Banking Group, Nike, and Pernod Ricard, the book shows what it takes to become a Digital Master. It explains successful transformation in a clear, two-part framework: where to invest in digital capabilities, and how to lead the transformation. Within these parts, you’ll learn:
• How to engage better with your customers
• How to digitally enhance operations
• How to create a digital vision
• How to govern your digital activities
The book also includes an extensive step-by-step transformation playbook for leaders to follow.
Leading Digital is the must-have guide to help your organization survive and thrive in the new, digitally powered, global economy.