New digital technologies, pervasive social media and countless apps have transformed the traditional B to C marketing templates. Now, businesses and consumers can increasingly co-create content, experiences and value. And often these collaborations yield persuasive results. But to achieve this brand leverage, businesses have to be willing to give up some control and also engage, creatively, with customers on a more personal level. Under what circumstances does it make sense for business to loosen brand control and what energy and investment is required of consumers to enable co-creation to make an impact? Similarly, what needs to be considered as we enter the world of co-decision making, in which customers have to allow apps to control selection and decisions?
New technologies, including innovations in AI, robotics, additive manufacturing, blockchain, digitalization, and quantum computing, are constantly changing business structures and platforms. On a products and marketing front, there is a need for greater experimentation using these technologies to better engage customers. Meanwhile from the management and HR perspective, the very same new technologies might create labor concerns and challenge the future of work. Join the MIT Industrial Liaison Program for the Innovations in Management Webinars to hear from MIT faculty, industry, and MIT-connected startups about their commitment to shaping management in a digital era.
Participants in this organizational strategy program will learn what it takes to build game-changing companies that make their teams and areas of responsibility world-class talent factories. They will also discuss the importance of building an innovative company culture and learn from the successes and challenges of various companies that have been on similar journeys of transformation.