This guide outlines strategies, methods, and models for improving the effectiveness of a company’s digital strategy in any industry. It explains how e-commerce can drive growth and how to
understand and retain customers and use this understanding to build an e-commerce operation. It describes the environment and challenges of leading digital business; the most common drivers for
underperformance in e-commerce; the drivers of digital success (customer insight, marketing, operations, organization, and leadership); and how senior leaders are responding to the challenges
of becoming a digital business. Bones, an author, leader, and professor of creativity and leadership in the UK, and Hammersley, a sales specialist with experience in introducing digital
performance to large organizations, run a digital change consultancy in the UK. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)
