The digital transformation and the web have put users and prospects at the heart of the economy. Managers and companies need to lucidly approach this Copernican revolution.
The digital transformation and the web have brought about a real Copernican revolution inside companies: the economy does no longer focus on products and services but on users and prospects. This requires both established companies and start-ups to face this challenge with strategies and tools that fit in the new context. Human Digital Enterprise. Creare e co-creare valore in un contesto omnidata by Emanuela Prandelli and Gianmario Verona (Dean of Bocconi University) helps managers and companies benefit from this historical trend, giving concrete answers to the challenges of the digital revolution. Challenge number 1 is about organizational change. The digital dimension is not an extra channel you can simply add to physical ones, or a value chain that parallels the existing one, doubling functions, divisions and processes: digital technologies create a totally new organization that needs to fully rethink competences and processes to achieve a synthesis between the virtual and real world. The second challenge has to do with strategic change. Being focused on the customers they serve rather than the products and services they sell, digital companies need marketing functions who are more and more data- and algorithm-driven. Moreover, everybody in the organization, starting with the CEO, should become familiar with the rationales of user experiences, customer journeys and marketing funnels. The third one implies redesigning the value-production chain, based on a new dynamic idea about frames such as open innovation, e-commerce and CRM. The fourth and last challenge lays in cultural change: in the light of key ideas such as company sustainability and purpose, efficiency should marry the «humanism of creativity». The complex challenges of tomorrow can only be faced by new manager-entrepreneurs in new human digital enterprises.
Strategic Innovation in the Digital Era will improve the ability of any decision-maker, including those with limited knowledge of data analysis, to make informed decisions using data.
Il corso consente di acquisire una visione d’insieme e la capacità di integrare le competenze più innovative con quelle ormai consolidate di relationship building.
Fornire gli strumenti per (ri)disegnare la roadmap di adozione e sviluppo dell’AI in azienda bilanciando strategia, elementi tecnologici, organizzativi e di contesto.
