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Leading Digital: Turning Technology into Business Transformation by Andrew McAfee, Didier Bonnet, George Westerman

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CHAPTER 4

REINVENTING BUSINESS MODELS

Do not quench your inspiration and your imagination; do not become the slave of your model.

—VINCENT VAN GOGH

We have shown how Digital Masters, such as Burberry, can create value from transforming customer experience. They can also, like Codelco, achieve huge operational efficiencies from transforming operations. But some companies transform even further. They rethink customer experience, internal operations, and economic formulas to reinvent their business models.

As we described in the introduction to this book, waves of digital change are occurring closer and closer together. Competitive landscapes are in perpetual motion. Many of the barriers to entry that once protected incumbent companies and sectors ...

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