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3 Steps to Market-Driven Digital Transformation
Villanueva, Julián; Ferrándiz, LuisArticle ART-2980-EInformation Technologies, Marketing, StrategyThe authors interviewed C-suite executives from 22 companies to discover best practices, and missteps, on the path to getting a business ready for a digitally transformed world. Their model, called the Stairway to Digitalization, starts with the ability to interpret market forces. This demands a marketing-driven fixation on customers, but since customers' evolving needs do not happen in a vacuum, managers also need to analyze competitors, collabo...Starting at €8.20