Quotation Lee, Yvonne, Kornberger, Martin. 2009. Strategizing in the Digital World: Aligning Business Model, Brand and Technology. In: Risk Assessment and Management in Pervasive Computing: Operational, Legal, Ethical, and Financial Perspectives, Hrsg. Varuna Godara, 135-154. Pennsylvania: IGI Global.


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Abstract

In the rapidly changing digital marketplace, firms increasingly try to look for new ways to acquire, engage, and retain their consumers. In doing so, they hope to enhance their ability to monitor and predict consumer expression and affiliation while relying on consumers to spread the word about a product. The current state of the industry and enabling technologies that shape development is transitioning from an inexpensive medium for advertising, marketing, and customer support, to a common platform for transactions and business applications for information, communication, commerce, and entertainment as one large consolidated industry. More consumers are accessing the internet using multiple devices and over multiple communications networks, along with changing behavior and consumer patterns. With the evolution of digital media, Web technologies and consumer patterns changing rapidly, we see strategizing in the digital world of new media as essential. It needs to be addressed and understood holistically, including its impact on existing offline business models, branding practices, and the shape of future business models.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Chapter in edited volume
Language English
Title Strategizing in the Digital World: Aligning Business Model, Brand and Technology
Title of whole publication Risk Assessment and Management in Pervasive Computing: Operational, Legal, Ethical, and Financial Perspectives
Editor Varuna Godara
Page from 135
Page to 154
Location Pennsylvania
Publisher IGI Global
Year 2009
Reviewed? Y
URL http://dx.doi.org/10.4018/978-1-60566-220-6.ch007
ISBN 9781605662206
Open Access N

Associations

People
Kornberger, Martin (Details)
External
Lee, Yvonne (Copenhagen Business School, Denmark)
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