دانلود کتاب جنبه انسانی تحول کسب و کار دیجیتال

Business as usual is no longer valid. For over a decade, digital disruption has impacted almost every industry. As a result, the traditional rules and assumptions of business are becoming less valid for sustainable success in the global business landscape. The time-tested rules that were developed to identify customers and engage with them, develop and market products and services, as well as manage an organization, its people and resources are no longer valid. These rules have been upended by emerging technologies, and new business models that leverage technology to displace dominant business models. In any industry, a dominant business model emerges over time, the model that has the most efficient way to allocate and organize resources. New businesses tend to fail due to difficulty in competing with the scale and reach of these dominant business models. However, the emergence of digital technologies have upended this old business rule. New business models are able to leverage technology to create exponential scale and growth within a short time and far fewer resources, effectively displacing dominant business models. A new business playbook has emerged, rendering the traditional rules and assumptions of business invalid. For example, the traditional rules of growth and scale are no longer valid. Incumbent organizations like Nike or Starbucks took about 24 years to achieve $1 billion dollar market valuation, while luxury brand Prada took 98 years to achieve the same financial milestone. New digitally enabled companies are not able to relate to this extended business timeline (Montini 2014). For example, companies such as YouTube, Twitter, and Instagram achieved the $1 billion valuation in three years or less by leveraging digital technologies and platforms that offered access to a global marketplace of consumers on day one of their business. In addition, traditional industry boundaries are also becoming less relevant. Incumbent organizations are used to playing within a specific industry and competing with other players within the industry. These boundaries have developed over time, as competing companies focus on building specific expertise and capabilities within their industry. However, digitally enabled companies take an alternative approach to the market, focusing on opportunities created by technology and value created in the global market. This means forgoing traditional industry boundaries to apply technology solutions where possible and needed. For example, Amazon would be hard pressed to define an industry focus, having developed product and service offerings across multiple industries including e-commerce, consumer business and retail, health care, financial services, as well as video and content streaming. In 2021, Amazon opened a hair salon in London to trial the latest industry technologies including an augmented reality hair consultation that allows customers to visualize different hair styles and colors on themselves before deciding on a change (Vincent 2021).