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CHAPTER 2

Which Digital Business Model Is Best for Your Future?

What makes your enterprise great? And how can digitization convert that greatness into top performance? Those are key questions for businesses wishing to remain viable five years from today and beyond.

Consider a simple example—TripAdvisor, a company that gathers advice online on travel choices and planning, including more than half a billion traveler reviews of a variety of global attractions, accommodations, and restaurants. It leveraged what it did best (advice and reviews) by tapping Google’s mapping service through an application programming interface (API). So today, if you’re ...

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