Strategizing in the digital world: Aligning business model, brand and technology

Yvonne Lee, Martin Kornberger

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In the rapidly changing digital marketplace, firms increasingly try to look for new ways to acquire, engage, and retain their consumers. In doing so, they hope to enhance their ability to monitor and predict consumer expression and affiliation while relying on consumers to spread the word about a product. The current state of the industry and enabling technologies that shape development is transitioning from an inexpensive medium for advertising, marketing, and customer support, to a common platform for transactions and business applications for information, communication, commerce, and entertainment as one large consolidated industry. More consumers are accessing the internet using multiple devices and over multiple communications networks, along with changing behavior and consumer patterns. With the evolution of digital media, Web technologies and consumer patterns changing rapidly, we see strategizing in the digital world of new media as essential. It needs to be addressed and understood holistically, including its impact on existing offline business models, branding practices, and the shape of future business models.

Original languageEnglish
Title of host publicationRisk Assessment and Management in Pervasive Computing
Subtitle of host publicationOperational, Legal, Ethical, and Financial Perspectives
EditorsVaruna Godara
PublisherIGI Global
Pages135-154
Number of pages20
ISBN (Electronic)9781605662213
ISBN (Print)9781605662206, 9781616924980
DOIs
Publication statusPublished - 1 Dec 2008

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