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Rethink your approach to digital strategy : experiment and engage

  • 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.

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Author of HS ReutlingenMocker, Martin
Erschienen in:CISR research briefing
Publisher:MIT Center for Information Systems Research
Place of publication:Cambridge, MA
Document Type:Journal article
Publication year:2018
Page Number:4
First Page:1
Last Page:4
DDC classes:650 Management
Open access?:Nein