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Optimizing Digital Strategy

How to Make Informed, Tactical Decisions that Deliver Growth

Understand the choices facing leaders in the fast-changing world of technology-enabled business and discover how to resource the investments that are guaranteed to deliver growth.
EAN: 9780749483722
Edition: 1
Published:
Format: 234x156
248 pages

About the book

Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets.

Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.

About the authors

Christopher Bones is co-founder of GoodGrowth, He is an established thought leader in organizational strategy and change management in companies such as Diageo, Cadbury, Schweppes and Shell. He is Professor of Creativity and Leadership at Alliance Manchester Business School.

James Hammersley is a co-founder of GoodGrowth whose clients include Bupa, The Open University, Barclays Connector and O2.

Nick Shaw is Director of Digital for Good Growth. He has over 10 years of experience in leading and helping a variety of organizations to improve their sales effectiveness and innovation performance.


Optimizing Digital Strategy successfully challenges the perception that more and more technology is the always answer - the organization is often the biggest barrier to online success and this book explores why and what to do about it. It's a commercial and engaging book that shows leaders how to improve performance. Full of useful frameworks and case examples, it sets out a structure with which leaders can assess their business and then focus on what needs to change to drive growth online.

Anna Rawling, Managing Director, Product and Portfolio Strategy, The Economist