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Questions and Answers
Which of the following best describes the change in competition due to digital technology?
Which of the following best describes the change in competition due to digital technology?
What is meant by 'coopetition' as described in the context of competition?
What is meant by 'coopetition' as described in the context of competition?
Which factor is no longer a reliable source of competitive advantage in the digital landscape?
Which factor is no longer a reliable source of competitive advantage in the digital landscape?
What is a significant new capability enabled by technology in modern business?
What is a significant new capability enabled by technology in modern business?
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Why might industry incumbents struggle in the current competitive landscape?
Why might industry incumbents struggle in the current competitive landscape?
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How has customer loyalty changed in the digital age?
How has customer loyalty changed in the digital age?
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What is a key characteristic of customers in the digital transformation era?
What is a key characteristic of customers in the digital transformation era?
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What type of communication should companies use to engage customers effectively?
What type of communication should companies use to engage customers effectively?
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In terms of value creation, how has the relationship shifted in the digital era?
In terms of value creation, how has the relationship shifted in the digital era?
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How should marketing change to adapt to the needs of modern customers?
How should marketing change to adapt to the needs of modern customers?
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What is the new view on customers in terms of market dynamics?
What is the new view on customers in terms of market dynamics?
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Which statement reflects the shift in how firms view market economics in the digital age?
Which statement reflects the shift in how firms view market economics in the digital age?
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What has replaced the firm's role as the primary influencer in the market?
What has replaced the firm's role as the primary influencer in the market?
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What is a primary challenge companies face when adapting their data capabilities?
What is a primary challenge companies face when adapting their data capabilities?
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How has incorporating big data impacted predictive analysis in ground operations?
How has incorporating big data impacted predictive analysis in ground operations?
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What does the new value proposition represent in businesses today?
What does the new value proposition represent in businesses today?
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What is mentioned as a key factor in speeding up the innovation process?
What is mentioned as a key factor in speeding up the innovation process?
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According to the takeaways, what do companies need to remain competitive?
According to the takeaways, what do companies need to remain competitive?
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What role do social media play in the innovation process?
What role do social media play in the innovation process?
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What is a key benefit of using the D. Rogers framework in business strategy?
What is a key benefit of using the D. Rogers framework in business strategy?
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What has been highlighted as an important aspect of sharing data with partners?
What has been highlighted as an important aspect of sharing data with partners?
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What is no longer considered a challenge in the context of data management?
What is no longer considered a challenge in the context of data management?
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Which of the following best describes the current view of data in firms?
Which of the following best describes the current view of data in firms?
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What use case for big data in Lufthansa involves anticipating and mitigating unforeseen delays?
What use case for big data in Lufthansa involves anticipating and mitigating unforeseen delays?
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What type of data was primarily utilized by Lufthansa before implementing big data systems?
What type of data was primarily utilized by Lufthansa before implementing big data systems?
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How does the strategic use of data benefit customer interactions according to the current business approach?
How does the strategic use of data benefit customer interactions according to the current business approach?
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Which of the following is NOT a use case for big data identified in the context of Lufthansa?
Which of the following is NOT a use case for big data identified in the context of Lufthansa?
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What aspect of data management has shifted for firms in the digital era?
What aspect of data management has shifted for firms in the digital era?
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What opportunity has cloud computing provided in the realm of data management?
What opportunity has cloud computing provided in the realm of data management?
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Study Notes
Five Domains of Digital Transformation
- Five key domains for digital transformation are: customers, competition, data, innovation, and value.
- These domains represent the new rules of the game in the digital age.
Customers: From Passive to Dynamic Networks
- Customers are less loyal and more active now.
- Customers can actively participate in the innovation process.
- Brand definition is no longer solely company-driven; customers co-create the brand.
- Dell emphasizes direct customer engagement for innovation.
Reconsidering Strategic Assumptions About Customers
| From | To |
|---|---|
| Customers are mass market | Customers are dynamic networks |
| Communications are broadcast to customers | Communications are two-way |
| Firm is the key influencer | Customers are the key influencer |
| Marketing to persuade purchase | Marketing to inspire purchase, loyalty, advocacy |
| One-way value flows | Reciprocal value flows |
| Economics of (firm) scale | Economics of (customer) value |
Competition
- Different players have distinct strategies in the digital age.
- Traditional sources of competitive advantage are diminishing.
- Competition has transformed with new forms of competition.
- Competition includes digital giants (e.g., Amazon, Facebook, Google), industry incumbents, and tech entrepreneurs.
- Scaling is easier, transactional costs are lower, and vertical integration is easier with digital technology.
New Capabilities Enabled by Technology
- New data capabilities include expanded storage (cloud computing), increased processing power, and faster communication.
- Data is evolving as a strategic asset, increasingly generated everywhere, offering valuable information.
- Unstructured data is becoming increasingly valuable and connects diverse data silos.
Data as a Strategic Asset
- Data use has become operations-focused, with strategies for innovation, decision-making, and risk reduction.
- Data is vital in creating value for customers.
- Stitch Fix and Lufthansa are examples of firms employing data to enhance customer experience and business optimizations, using data in decision-making, and optimizing operational processes.
Big Data Use in Lufthansa
- Lufthansa exemplifies using big data to transform business models through various use cases.
Different Use Cases
- Personalizing customer experiences
- Handling irregular situations
- Predicting departure delays, proactive recovery
- Predictive and preventive aircraft maintenance
Main Challenges Facing Companies
- Organizational changes in business processes
- Finding personnel with the right skill sets
- Bridging silos to unify data
- Data-sharing with partners
- Cybersecurity, privacy, and consumer attitudes
New Opportunities to Transform Business
- Speeding up the innovation process.
- Creating new value propositions (e.g., personalized style recommendations from Stitch Fix).
Speeding Up the Innovation Process
- Digital technologies enable quicker experimentation and testing.
- Exploration of many new ideas is possible due to real-time experimentation.
- Social media facilitates customer and employee involvement in innovation processes.
- Learning from failures is easier.
New Value Propositions
- Value propositions are evolving to meet changing market needs.
- Digital technologies enable novel value proposals.
Ford Case Study
- Analyze triggers for Ford to invest in mobility services, utilizing the D. Rogers framework.
Takeaways
- D. Rogers' framework is helpful for analyzing company challenges and opportunities.
- Companies must adapt to new competition and meet evolving customer expectations.
- Leverage digital technologies for strategic opportunities.
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Description
Explore the five key domains that shape digital transformation: customers, competition, data, innovation, and value. Understand how customer dynamics have shifted from passive participants to active co-creators, significantly influencing brand identity and innovation.
