Digital

The Power of Consumer Stories in Digital Marketing

  • Research Highlight
  • Read Time: 10 min 

New research finds that stories about consumers’ positive experiences with a brand significantly increase users’ engagement with brand websites, and stories originating from consumers are especially powerful in shaping brand attitudes in social media. Indeed, companies that aren’t offering experiences that leverage consumer input in brand-related narratives are missing out on important opportunities to connect in a meaningful way with potential buyers.

In the Hotel Industry, Digital Has Made Itself Right at Home

  • Interview
  • Read Time: 12 min 

Doing business digitally isn’t an “add technology and stir” proposition. Success in digital business means fundamental changes in how you do business. Marriott International’s George Corbin knows this all too well. “For any company that is being disrupted by digital, it’s important that they not just be able to recognize if there’s a potential threat to its existing business,” he says. “The bigger challenge is, how and what do you change to make the transition from where it is to where it needs to be?”

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What You Need to Know Before Starting a Platform Business

There’s a great deal of enthusiasm about platform strategies these days. Entrepreneurs pitch their startups as the next Uber, the next Facebook, or the next Airbnb, while executives in established companies are retooling their strategies around platforms to drive growth and compete digitally. But creating a successful platform business is not easy — as economists Richard Schmalensee and David S. Evans explain in this MIT Sloan Management Review interview.

The Need for Culture Neutrality

Companies today work with an incredibly diverse array of people. To thrive, these organizations need culturally neutral, globally coherent leadership standards. These standards should promote needed outcomes without prescribing behaviors, since some behaviors are outside of the cultural norms in some countries. Inevitably, significant advantage will accrue to companies that ready their people for truly global leadership.

The Right Response to Digital Disruption

  • Research Feature
  • Read Time: 17 min 

Although digitization’s disruptive influence is growing rapidly, there’s surprisingly little empirical evidence on the magnitude of digital disruption — nor any showing how companies are reacting on a broad scale. A new global survey of C-suite executives looks at how digitization unfolds across industries and how incumbents are responding. With some notable exceptions, the answer is: “Not well.”

Digital Maturity, Not Digital Transformation

  • Blog
  • Read Time: 4 min 

Digital transformation has two key implications for managers: First, it’s fundamentally about how your business responds to digital trends that are occurring regardless of your input. Second, how an organization implements technology is only a small part of digital transformation; strategy, talent management, organizational structure, and leadership are just as important as technology.

How Far Will Robots Go?

  • Blog
  • Read Time: 2 min 

The debate over the effects of artificial intelligence on employment continues to keep economists busy, with some suggesting that there is no assurance that jobs that were once considered “safe” will be safe for long.

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Seeing Beyond the Blockchain Hype

Blockchain has recently taken center stage in the conversation about management’s digital makeover. Many believe the impact of blockchain on the ways organizations function and produce value may be greater than other technologies that have grabbed most of our recent attention — data and analytics, the cloud, even artificial intelligence.

How Digital Media Will Bring Out Our Best Selves in the Workplace

Tomorrow’s most productive individuals will have more and better digital versions of themselves. The vision: Individuals will be able to utilize customized software and digital tools to improve their performance and productivity, with these digital versions of themselves able to significantly outperform their average self. In this world, AI will stand for “Augmented Introspection” as well as “Artificial Intelligence.”

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MIT SMR and MIT Press Announce Book Publishing Partnership

  • Blog
  • Read Time: 1 min 

MIT Sloan Management Review and MIT Press join forces to launch two new book series exploring the digital frontiers of management. One series will feature original titles. The other series will collect the best MIT SMR articles on key digital topics. Editor in Chief Paul Michelman will serve as the overall series editor. The series will marry groundbreaking new ideas from leading lights in academia and industry with practical advice on how to prepare for the future.

Building a More Intelligent Enterprise

The authors examine how managers can combine a sophisticated understanding of human decision making with technology-enabled insights to make smarter choices in the face of uncertainty and complexity. Integrating the two streams of knowledge is not easy, but once management teams learn how to blend them, the advantages can be substantial.

Mastering the Digital Innovation Challenge

For Volvo Cars, pursuing digital innovation required fundamentally rethinking the organization, while also keeping the core business functioning efficiently. The company did so by balancing four interrelated competing concerns: (1) new and established innovation capabilities; (2) process and product focus; (3) external and internal collaboration; and (4) flexibility and control in relationships with external partners.

To Improve Cybersecurity, Think Like a Hacker

To protect their organizations from cyberthreats, companies need to understand how hackers go about their work. The authors’ research suggests that hackers’ attacks typically involve four steps: identifying vulnerabilities; scanning and testing; gaining access; and maintaining access.

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