Digital Strategies for Business: Leading the Next-Generation Enterprise

Digital Strategies for Business: Leading the Next-Generation Enterprise


Impact

Program Structure

Module 1: 5 Domains of Digital Transformation
Explore how digital transformation is not about technology but about strategy and new ways of thinking. Take a look at each of the five domains in this module–customers, competition, data, innovation, and value.

Module 2: Customer Networks and the New Path to Purchase
Understand the path to purchase customer journey, from start to finish. Additionally, uncover the series of channels that customers use to make a purchase.

Module 3: Understanding Digital Customer Behaviors
Discover how to re-imagine your ever-changing customers as customer networks. Identify five core behaviors of networked customers–accessing, engaging, customizing, connecting, and collaborating.

Module 4: Platform Business Models
Understand how platform businesses create interactions across a large number of participants. Master the Platform Business Model map for your organization while exploring the power of network effects.

Participant Profile

Faculty

David Rogers

David Rogers

Faculty Member, Executive Education

David Rogers

David Rogers

Faculty Member, Executive Education

David Rogers is a globally recognized leader on digital strategy and leadership, known for his pioneering work on digital transformation. He is the author of four books, including his bestselling The Digital Transformation Playbook: Rethink Your Business for the Digital Age, published in 11 languages.

Rogers has advised executives and delivered workshops on digital transformation in companies such as Citi, Visa, HSBC, Unilever, Procter & Gamble, Merck, Toyota, GE, Google, Cisco, HP, Cartier, Pernod Ricard, International Red Cross, AARP, China Eastern Airlines, NC Bank Saudi, Coppel, Acuity Insurance, and dozens of others. Rogers delivers keynotes at conferences on six continents and has appeared on CNN, ABC News, CNBC, Channel News Asia, and in The New York TimesThe Financial TimesThe Wall Street Journal, and The Economist.

At Columbia Business School, Rogers teaches global executives as faculty director of Executive Education programs on digital transformation, digital business leadership (with modules in New York, Silicon Valley, and online), and the Google-Columbia CMO Academy. Rogers' recent research has focused on new business models, asymmetric competition, customer data sharing, and digital transformation in legacy organizations.

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