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

Rating:
Summary: This book is a 'must read' for all marketing educators......
Review: 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.