Decision 2: Market and product development strategies
Deciding on which markets to target through digital channels to generate value is a key stra-
tegic consideration. Managers of digital business strategy have to decide whether to use new
technologies to change the scope of their business to address new markets and new products.
As for Decision 1, it is a balance between fear of the do-nothing option and fear of poor
Figure 5.19
Strategic options for a company in relation to the importance of the
Internet as a channel
Limite
dR
adical
Change required
High
Low
Medium
% Online revenue contribution
1
‘Bricks and mortar’
Information only
Digital channels
complementary
Digital
channels
replace
Do'stlaringiz bilan baham: |