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Driving Digital Strategy
book

Driving Digital Strategy

by Sunil Gupta
July 2018
Intermediate to advanced content levelIntermediate to advanced
288 pages
6h 35m
English
Harvard Business Review Press
Audiobook available
Content preview from Driving Digital Strategy

Chapter 6

Omnichannel Strategy

Soon after his appointment as chairman and CEO of the French hotel chain AccorHotels in August 2013, Sébastien Bazin confronted a major challenge. Online travel agencies (OTAs), such as Travelocity, were gaining a greater share of hotel bookings. He realized that OTAs were both a blessing and a curse—they were an important source of business for his hotels, yet their increasing power was a threat to Accor’s long-run profitability. In India, meanwhile, an insurance company was facing a similar challenge. It had built its business almost entirely through insurance brokers, but as digital technology evolved and consumer behavior changed, the company faced the dilemma of how to develop the online channel without jeopardizing ...

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Publisher Resources

ISBN: 9781633692695