Digital Stractics

1. Front Matter

   Pages i-xxv

   PDF

2. Introduction

   • Chris Outram

   Pages 1-6

3. Why Traditional Strategy Does Not Work Anymore!

   • Chris Outram

   Pages 7-22

4. Everything Needs to Change — Or Does It?

   • Chris Outram

   Pages 23-30

5. New Business Models for the New World: Stractics in Practice

   • Chris Outram

   Pages 31-39

6. Pure Plays and How They Change the World

   • Chris Outram

   Pages 40-48

7. Hybrid Players — Waking up to the New Digital Reality!

   • Chris Outram

   Pages 49-65

8. Pure Plays Versus Hybrids — A Fight to the Finish?

   • Chris Outram

   Pages 66-77

9. The Principles Underpinning Success in the World of Stractics

   • Chris Outram

   Pages 78-104

10. Strategy Processes in the World of Stractics

    • Chris Outram

    Pages 105-117

11. Advice from the Top: Stractical Tips from Our Digital CEOs

    • Chris Outram

    Pages 118-122

12. The Future of Stractics

    • Chris Outram

    Pages 123-127

13. Back Matter

    Pages 128-160

    PDF

In the world of digital business, the line between strategy and tactics is blurring. Traditionally large companies would adopt strategic frameworks which planned over three- to five-year timescales, while most digital start-ups had little interest in comprehensive and rigorous strategic processes and simply set themselves vision and worked out how to get there along the way. 

In today's digital economy even large companies are finding that their planning horizons are being measured in months rather than years or quarters (if not yet in the weeks or even days of startups). On the other hand, investors are less swayed by the excitement of 'digital' and expect harder and more rigorous medium term planning from start-ups.

As a result, while the empirical process of learning by doing is becoming part of traditional companies' strategy processes, digital pure plays are no longer just making it up as they go along, but actively learning and changing as they go along. In short: on the battlefield of online commerce, strategy blends with tactics. 

Indeed, the distinction between pure play and hybrid is increasingly redundant as more holistic business models begin to emerge. Digital Stractics captures the experience and insights of some 60 entrepreneurs, CEOs and chairmen of both pure plays and hybrids to formulate frameworks within which both pure plays and hybrids can shape their strategy and business models. 

As timescales between 'plan' and 'do' collapse strategy and tactics have to blend. The world of STRACTICS is upon us.

• business
• marketing
• strategy
• start-ups
• hybrid business models
• e-commerce

• OC&C, UK

  Chris Outram

Chris Outram is Founder and Chairman of OC&C, a leading strategy consultancy. He has been a strategy consultant for more than 30 years. In that time he has consulted to a multitude of corporations around the world in many industry sectors. OC&C conducts strategy assignments designed to enhance their client's commercial success in a value creating and sustainable way. Prior to his career in Strategy Consulting, Chris honed his managerial skills with firms such as The Mobil Oil Co and Air Products. Chris graduated from Birmingham University with a Double First in Mechanical Engineering and Industrial Economics and was awarded an MBA with Distinction from INSEAD.

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