A four-step blueprint for digital reinvention

Abstract

Purpose

Digital reinvention helps organizations create unique, compelling experiences for their customers, partners, employees and other stakeholders.

Design/methodology/approach

Digital reinvention combines the capabilities of multiple technologies, including cloud, cognitive, mobile and the Internet of Things (IoT) to rethink customer and partner relationships from a perspective of fundamental customer need, use or aspiration.

Findings

The most successful digitally reinvented businesses establish a platform of engagement for their customers, with the business acting as enabler, conduit and partner

Practical implications

For successful digital reinvention, organizations need to pursue a new strategic focus, build new expertise and establish new ways of working.

Originality/value

The article offers a blueprint for digital reinvention that involves rethinking customer and partner relationships from a perspective of fundamental customer need, use or aspiration.

Citation

Berman, S.J., Korsten, P.J. and Marshall, A. (2016), "A four-step blueprint for digital reinvention", Strategy & Leadership, Vol. 44 No. 4, pp. 18-25. https://doi.org/10.1108/SL-06-2016-0042