A01 chaf6542 06 se fm indd

Digital business 

strategy

Definition of the 

approach by which 

applications of internal 

and external electronic 

communications can 

support and influence 

business strategy.

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Part 2  Strategy and applications

should not only support corporate strategy, but should also influence it. Figure 5.2 explains 

how digital business strategy should relate to corporate and functional strategies. It also 

shows where these topics are covered in this book.

Digital channel strategies

An important aspect of digital business strategies is that they create new ‘

e‑channel strategies

’ 

for organisations. E-channel strategies define specific goals and approaches for using electronic 

channels. This is to prevent simply replicating existing processes through e-channels, which 

will create efficiencies but will not exploit the full potential for making an organisation more 

effective through digital business. We have used the generic ‘digital channels’ terms since as 

new digital platforms and technologies become available, companies should implement stra-

tegic initiatives to implement them where relevant. These strategies may be  buy-  side,  sell-  side 

or internal infrastructure related. Examples of digital channel strategies include:

● 

Overarching digital channel or multichannel strategy with specific channel strategies

● 

Mobile commerce strategy

● 

Social media strategy

● 

Social CRM strategy

● 

Supply chain or enterprise resource planning strategy

● 

E-procurement strategy.