3
Strategic analysis. Continuous scanning of the micro‑ and macro‑ environment of
an organisation is required, with particular emphasis on the changing needs of cus‑
tomers, actions and business models of competitors, and opportunities afforded
by new technologies.
4
Strategic objectives. Organisations must have a clear vision on whether digital
media will complement or replace other media, and their capacity for change. Clear
objectives must be defined and, in particular, goals for the online revenue contribu‑
tion should be set.
5
Strategy definition. Six key elements of digital business strategy that were
reviewed are:
●
Digital business priorities – significance to organisation (replace or complement)
and emphasis on buy‑ side or sell‑ side.
●
Form of restructuring required.
●
Business and revenue models.
●
Marketplace restructuring.
●
Market and product development strategies.
●
Positioning and differentiation strategies.
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