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N OV E M B E R 2 013
Tunde Olanrewaju
and Paul Willmott
cent in mature markets. This will clearly disadvantage digital laggards. Large grocery chains,
and marketing.
Exhibit
Digital can reshape every aspect of the modern enterprise.
Seamless multichannel experience
Customer
experience
Improved, real-time
management
information
systems and
Enhanced
decision
corporate
making
control
Seamless
integration
into third
parties
Improved
targeting with
customer
insights
Embedded/
automated
controls and
risk profiling
Product
and service
innovation
Decision making
based on big data
and advanced
analytics
Connectivity
with customers,
colleagues,
and suppliers
Automation
of manual activity,
replacing labor
with technology
Innovation
of products,
business models,
and operating
models
Risk
optimization
Digital
fulfillment
New digital
products
and services
Cocreation of
new products
Digital
marketing with
higher return
Distribution
on investment
and marketing
Digital
and sales
augmentation
of traditional
channels
Investments should be
proportional to the value
at stake
. . .
customer-facing functions.
Tunde Olanrewaju is a principal in McKinseys London office, where Paul Willmott is a director.
Copyright 2013 McKinsey & Company. All rights reserved.