TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Ross, Jeanne
A1  - Mocker, Martin
A1  - Beath, Cynthia
T1  - Rethink your approach to digital strategy : experiment and engage
JF  - CISR research briefing
N2  - Successful digital business strategies rely less on strategic analysis and big bets than on experiments and learning. Consider, for example, that Airbnb grew out of the belief that people would pay to sleep on air mattress on a stranger's floor. Similarly, Instagram started as an app for checking in and hanging out with friends (and sharing pictures) that proved complicated to use. Twitter's founders had first tried a podcasting platform, Odeo, which Apple made obsolete with iTunes. AUDI AG had to kill of its "share a car with five friends" app before rolling out more successful mobility services in a number of countries. The digital successes did not grow out of a comprehensive upfront analysis. Digital strategy emerges from an idea - often, not a particularly good idea.
Y1  - 2018
UR  - http://cisr.mit.edu/blog/documents/2018/10/18/2018_1001_digitalstrategyevolves_rossmockerbeath.pdf/
VL  - 18
IS  - 10
SP  - 1
EP  - 4
S1  - 4
PB  - MIT Center for Information Systems Research
CY  - Cambridge, MA
ER  -