taking digital strategy to the next levelembracing conventional digital technologies and associated...

TAKING DIGITAL STRATEGY TO THE NEXT LEVEL

STEVE MUYLLE, PHDFULL PROFESSOR & PARTNER

Vlerick Business School

NASDAQ

2 © Prof Dr Steve Muylle

Vlerick Business School3

“Listen to the lab coats, not the suits.

And get the lab coats to produce prototypes,

not slideware.”

© Prof Dr Steve Muylle


JOB MATCHING


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://be.accent.jobs/nl/job-blog/detail/ontdek-nu-onze-nieuwe-swop-app-versie-1.1&ei=6NCBVfm3OcmR7Abg_YHgDg&bvm=bv.96041959,d.ZGU&psig=AFQjCNFvSn8zc6Y5DCUGAlJvuHCn5pCKpg&ust=1434657380215713

DIGITAL STRATEGY

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WHAT IS DIGITAL STRATEGY?

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Digital Strategy is the use of digital technologies

to enhance the firm’s performance

in support of its strategic priorities.

© Amit Basu © Steve Muylle


THE ENVIRONMENT OF DIGITAL STRATEGY

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INFORMATIONTECHNOLOGY

web, cloud, social, mobile,

big data, IoT, ML

MARKETbehavior,

product digitization,

platforms, ecosystems

FIRMstrategy,

structure, culture, talent

PERFORMANCE

metrics

DIGITAL STRATEGY

digital innovation initiatives


TECH TRENDS & MARKET SHIFTS

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BIG DATA ANALYTICS



BIG DATA ANALYTICS


▪ Decide.com (acquired by eBay; shut down Sep 30, 2013)

▪ Web site (and mobile app)

Price Alerts: We'll notify you the moment the price of a product you want drops

Online and Nearby Pricing: Get the best price whether it's in-store or onlinePrice Predictions: Find out whether the price is going down or upPrice Guarantee: If our predictions are wrong, we'll pay you the difference


CUSTOMER BEHAVIOR



PRODUCT DIGITIZATION


http://www.24eight.com/products.html


PLATFORM MARKETS

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Vision 2020: Smart Platforms & Energy Services

“Toon Open API”www.toonapi.com


http://www.toonapi.com/


MACHINE LEARNING


https://www.youtube.com/watch?v=vqjndtS8jQU

https://www.youtube.com/watch?v=V1eYniJ0Rnk


MACHINE LEARNING



MEET HEAD CHEF ANDREW


(Sources: http://english.huistenbosch.co.jp/ FT.com 1/2/2017)

http://english.huistenbosch.co.jp/

FIRM

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ORGANIZATIONAL DNAFOR STRATEGIC INNOVATION


Source: Vijay Govindarajan and Chris Trimble, Organizational DNA for Strategic Innovation, California Management Review, Vol. 47, No. 3, pp. 47-76, Spring 2005.


FINANCIAL INVESTMENTS



INNOVATION WITHIN EXISTING BUSINESS MODEL



STRATEGIC EXPERIMENTS



DIGITAL TRANSFORMATION


▪Transformation A: Reposition the core business, adapting to the altered marketplace

▪Transformation B: Create a separate, disruptive business to become the next source of growth

▪ “Capabilities exchange”: Establish a new organizational process that allows the two transformation efforts to share resources without intervening with each other’s operations

Source: Gilbert, Clark, Matthew Eyring, Richard N. Foster, Two Routes to Resilience, Harvard Business Review, pp. 3-9, Dec 2012.

Vlerick Business School24 © Prof Dr Steve Muylle

BEYOND THE OBVIOUS

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://be.accent.jobs/nl/job-blog/detail/ontdek-nu-onze-nieuwe-swop-app-versie-1.1&ei=6NCBVfm3OcmR7Abg_YHgDg&bvm=bv.96041959,d.ZGU&psig=AFQjCNFvSn8zc6Y5DCUGAlJvuHCn5pCKpg&ust=1434657380215713


TECH TRENDS AND MARKET SHIFTS

http://www.pinoytutorial.com/lifebytes/eharmony-log-in-helps-people-with-disabilities/


IBM BLUE MATCHING


Source: https://www.slideshare.net/scherbakovvladimir/dec-910-2015-talent-mngt-forum-epertise-ibm


MEET MYA


Source: https://hiremya.com/


MEET MATLDA

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Source: FT.com Nov 17 2016: Robots muscle in on the job interview.



UNILEVER NEW TALENT RECRUITMENT


Source: Business Insider, Unilever uses AI to hire entry-level employees, Jun 28 2017.

Results July 2016 – June 2017:

▪ Applications to jobs doubled within

the first 90 days of their posting

year-over-year, to 30,000

▪ Average time for a candidate to be

hired was reduced from 4 months

to 4 weeks

▪ Job offer acceptance rate increased

to 82% from 64%

▪ “Most diverse class to date”


PRIORITIZATION – STRATEGIC BUDGETING

Worth ExploringWorth Building

Valu

e

Cost

Unattractive


STRATEGIC EXPERIMENTS


TAKE AWAY

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▪ Embracing conventional digital technologies and associated

business practices does not suffice

▪ Incumbent firms take digital strategy to the next level by

▪ Staying abreast of tech trends and market shifts

▪ Crafting new business models that forget and/or borrow

▪ Piloting new ecosystems as platform leaders

▪ The end game is to have digital innovation drive

performance

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TAKE AWAY



THANK YOU!

Steve Muylle, PhD

Full Professor & Partner

Academic Director Online MBA

Accenture Digital 20/20 Chair


[email protected]

www.linkedin.com/in/stevemuylle

taking digital strategy to the next levelembracing conventional digital technologies and associated...

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