Innovative digital technologies are forcing companies to rethink how they compete. The focus of
digital innovation in business has shifted from internal transformation within firms to their
market interface and ecosystems. While opportunities for innovation in internal operations are
well established it's less clear how to leverage technology at the market interface. This
often has strategic implications and the goal of this book is help you connect digital
innovation to business strategy. By understanding how to leverage digital technologies you can
redefine your market-facing business processes your products services and even your business
models and stay competitive in today's hybrid markets. This book provides a coherent and
comprehensive approach to not just survive but rather thrive in the 21st Century global
marketplace. With global real-world examples and original frameworks this is an ideal bookfor
executives and anyone who wants to understand digital strategy. Highly practical but infused
with rigorous research it shows you how your business can use digital technologies to compete
in today's hybrid markets.
