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The Content Trap

The Content Trap

作者 : Bharat Anand

出版社 : Penguin Random House LLC

※ ※ 已絕版

已絕版

定價 : NT 699

售價 : NT699

內容簡介


For readers of The Innovator’s Dilemma comes an incisive new approach to one of the key questions of our time—how to thrive rather than be destroyed by digital transformation—from Harvard Business School Professor of Strategy Bharat Anand.
 
Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, from The New York Times to The Economist, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy.
            
Companies that now flourish are finding that the connections they foster are more important than the content they create. Success comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole.
            
Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the frontlines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves.

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