Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students' discussion. Key Features: International co-authors provide their perspectives to give a rounded view of the topic Extensive case studies that allow students to learn how cross-cultural marketing works in practice A European perspective that offers students insight into multiple subcultures' experience of cross-cultural marketing Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.

Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students' discussion. Key Features: International co-authors provide their perspectives to give a rounded view of the topic Extensive case studies that allow students to learn how cross-cultural marketing works in practice A European perspective that offers students insight into multiple subcultures' experience of cross-cultural marketing Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.

Unlike other books available on the market, this combines rigorous academic theory with practical insights, making it both suitable for students and practitioners at the intersection between digital transformation, marketing and strategy implementation; Provides insights from contributors from GE, Volvo, Adobe, Siemens, DHL, Thales and other companies known for their exceptional abilities to drive profits via digital transformation; Practical steps to drive profits via digital strategy implementation both internally as well as externally (via-a-vis customers).

This book provides practising executives and academics with the theories and best practices to plan and implement the digital transformation successfully. Key benefits:

an overview on how leading companies plan and implement digital transformation

interviews with chief executive officers and chief digital officers of leading companies – Bulgari, Deutsche Bahn, Henkel, Lanxess, L’Oréal, Unilever, Thales and others – explore lessons learnt and roadmaps to successful implementation

research and case studies on the digitalization of small and medium-sized companies

cutting-edge academic research on business models, organizational capabilities and performance implications of the digital transformation

tools and insights into how to overcome internal resistance, build digital capabilities, align the organization, develop the ecosystem and create customer value to implement digital strategies that increase profits

Managing Digital Transformation is unique in its approach, combining rigorous academic theory with practical insights and contributions from companies that are, according to leading academic thinkers, at the forefront of global best practice in the digital transformation. It is a recommended reading both for practitioners looking to implement digital strategies within their own organisations, as well as for academics and postgraduate students studying digital transformation, strategy and marketing.

Table of Contents

Part 1: INTRODUCTION 1.Digital Transformation - An Overview Part 2: DIGITAL TRANSFORMATION AND ORGANIZATIONAL CAPABILITIES 2.Understanding Digital Transformation: A Review and A Research Agenda 3.The Three Pillars of the Digital Transformation: Improving the Core, Building New Business Models, and Developing Digital Capabilities 4.Big Data and Analytics: Opportunities and Challenges for Firm Performance 5.Technology is Just an Enabler of Digital Transformation: An Interview with Gianfranco Chimirri, HR communication director of Unilever Italy Part 3: THE DIGITAL TRANSFORMATION AND BUSINESS MODEL INNOVATION 6.Digital Transformation and Business Models 7.From Disruptively Digital to Proudly Analog: A Holistic Typology of Digital Transformation Strategies 8.Digital Transformation, the Holy Grail and the Disruption of Business Models: Interview with Michael Nilles, Chief Digital and Information Officer, Henkel 9.How Artificial Intelligence and the Digital Transformation Change Business and Society: An Interview with Venture Capitalist Vinod Khosla 10.The Digital Company Culture: Interview with Luca Ferrari, CEO, Bending Spoons 11.Consulting for Digital Transformation: Interview with Giuseppe Folonari, European Head of Business Strategy, AKQA 12.L’Oréal Digital Consumer Operating System 13.Internal Start-ups as a Driving Force in the Digitalization of Traditional Businesses: Interview with Jörg Hellwig, Chief Digital Officer, Lanxess Part 4: DIGITAL TRANSFORMATION AND CUSTOMER VALUE CREATION 14.Digital Transformation and Consumer Behaviour: How the Analysis of Consumer Data Reshapes the Marketing Approach 15.Digital Transformation and the Salesforce: Personal Observations, Warnings, and Recommendations 16.Digital Transformation and The Role of Customer-Centric Innovation: Interview with the Chief Value Officer, Thales 17.Digital Transformation in Luxury Industry: Interview with Jean-Christophe Babin, CEO Bulgari 18.The Importance of Data in Transforming a Traditional Company to a Digital Thinking Company: Interview with Fabrizio Viacava, chief digital officer of Etro Part 5: THE DIGITAL TRANSFORMATION IN SMEs: CHALLENGES AND BEST PRACTICES 19.Digital Transformation of Manufacturing Firms: Opportunities and Challenges for SMEs 20.Digital Transformation and Financial Performance: Do Digital Specialists Unlock the Profit Potential of New Digital Business Models for SMEs? 21.Supporting Pervasive Digitization in Italian SMEs Through an Open Innovation Process CONCLUSION 22.Our Roadmap to Digital Transformation

There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information pull rather than push, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences.

From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture a Net generation culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new mindsets and innovative approaches to marketing, customer, and network relationships.

This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and New-Wave Globals; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing.

This book was originally published as a special issue of the Journal of Marketing Management.

There can be little doubt about the profound impact that the Internet has had on all aspects of business over the past decade. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information 'pull' rather than 'push', user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications are beginning to have a major impact on customer behaviour across a diverse range of industries. These new applications represent a fundamental change in the way people use the Internet, their online expectations, and experiences. From a marketing perspective, the most distinctive feature is not the technology involved but rather the growth of a new global culture - a 'Net generation' culture based on decentralised authority rather than hierarchy and control, online socialising and collaboration, user-generated and distributed content, open communications, peer-to-peer sharing, and global participation. Success in this new online environment, characterised by people and network empowerment, requires new 'mindsets' and innovative approaches to marketing, customer, and network relationships. This book makes a valuable contribution to the field by examining recent and future developments in online marketing, including the revolutionary impact of new media. Chapters cover a wide range of topics, including: information exchange on bulletin board systems and in online consumer portals; Web 2.0 and 'New-Wave Globals'; online tribal marketing; co-creation; industry impact; privacy issues; online advertising effectiveness; and practitioner prognostics for the future of online marketing. This book was originally published as a special issue of the Journal of Marketing Management.