The ideal situation is when an organisation only has to monitor the whole process. And that directly has to do with the added value. Is this added value than still the same? The value chain has become a data or information chain (the content chain)
Two elements are at the base of this digital change and the shift in relationships that arise when you add value.
Transactional costs become lower and lower and the marginal costs go to zero.
Next to this you see a short video by McKinsey which explains “digital strategy” in simple terms. However it has a high information density. Looking at it more than once can help.
The original you will find here: Digital strategy
Customer relations and the channels and contacts you need are very well explained by a new and important model by McKinsey. “The consumer decision journey”
In this time when business-to-business trade with the internet becomes more and more the same like consumer trade, this model is the one that everyone should use. It is clear that the whole purchasingprocess is now completely different. And with it comes a complete new sort of marketing, namely digital marketing. This new way of thinking means that you actually have to completely transform the company.