Creating Value in the Digital Era: Achieving Success through Insight, Imagination, and Innovation

By Alf Chattell

The business world is being transformed as digital technologies take over mundane and routine activity and make it possible to greatly increase what people can accomplish. As the basis of competition shifts from machine-intensity to human-intensity, the foundations of success in today's fast-moving global economy are the creative capacities of people. In Creating Value in the Digital Era , Alf Chattell presents the principles of success in the emerging digital economy. New models of business are needed to provide fresh perspectives on creating and sustaining value in an economy founded on human talent. Using extensive illustrations from pioneering companies, this practical guide explains how to revolutionize your management strategies, create value for your customers, and grasp the new opportunities offered by the digital era.

• Format: Hardcover
• Language: English
• ISBN: 081471580X
• ISBN13: 9780814715802
• Release Date: August 1998
• Publisher: NYU Press
• Length: 1 Pages
• Weight: 1.30 lbs.
• Dimensions: 9.8" x 0.8" x 6.8"

Customer Reviews

This book is a 'must read' for all marketing educators......

This book is a 'must read' for all marketing educators and practitioners. According to the author, the 'old rules' of marketing no longer apply. The transformation of the business world, brought about by digital technology, is shifting the basis of competition from machine intensity to human intensity. The business contest is now a contest between future creating minds. As a consequence, the main sources of competitive advantage in the emerging digital economy are the three I's: Insight, Imagination and Innovation. Insight refers to the ability to recognize customers; their behaviors, experiences and wishes; and the ability to uncover new insights into how the application of new technology can create customer value. Imagination is the ability to develop imaginative solutions to customer needs. According to the author, fuelling the imagination of customers and giving them direct experience of what might be, is one of the most powerful sources of competitive advantage in the digital age. Innovation is the ability to deliver and implement solutions.