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Journals
NIM Marketing Intelligence Review
Volume 9 (2017): Issue 1 (May 2017)
Open Access
Digital Transformation and Value Creation: Sea Change Ahead
Srinivas K. Reddy
Srinivas K. Reddy
and
Werner Reinartz
Werner Reinartz
| Apr 27, 2017
NIM Marketing Intelligence Review
Volume 9 (2017): Issue 1 (May 2017)
Digital Transformation
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Published Online:
Apr 27, 2017
Page range:
10 - 17
DOI:
https://doi.org/10.1515/gfkmir-2017-0002
Keywords
Digital Transformation
,
Value Creation
,
Innovation
,
Disruption
,
Change
© 2017
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Srinivas K. Reddy
Professor of Marketing, Director Center for Marketing Excellence, Singapore, Management University
Singapore
Werner Reinartz
Professor of Marketing and Director of the Center of Research in Retailing (IFH), University of Cologne
Germany