Details

Digital Makeover


Digital Makeover

How L'Oréal Put People First to Build a Beauty Tech Powerhouse
1. Aufl.

von: Béatrice Collin, Marie Taillard

17,99 €

Verlag: Wiley
Format: EPUB
Veröffentl.: 19.02.2021
ISBN/EAN: 9781119706014
Sprache: englisch
Anzahl Seiten: 224

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p><b>Get a</b><b>n insider’s perspective into how this 110-year old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse </b> </p> <p><i>Digital Makeover: How L'Oréal Put People First </i><i>to Build a Beauty Tech Powerhouse</i> examines L’Oréal’s successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L’Oréal turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners. </p> <p><i>Digital Makeover</i> comprehensively describes L’Oréal’s strategy, including: </p> <ul style="margin-bottom: 0in; font-size: medium; margin-top: 0in; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;" type="disc"> <li style="margin: 0in 0in 0in 0.75in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;">Maintaining market leadership in the face of disruption </li> <li style="margin: 0in 0in 0in 0.75in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;">Believing in the transformative power of the organization, its legacy and its people </li> <li style="margin: 0in 0in 0in 0.75in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;">A social-centric approach to beauty tech, ecommerce and digital services </li> <li style="margin: 0in 0in 0in 0.75in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;">The company’s successful play for market dominance in China </li> <li style="margin: 0in 0in 0in 0.75in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-select: text; -webkit-user-drag: none; -webkit-tap-highlight-color: transparent; cursor: text; overflow: visible;">Case studies that showcase best practices for digital transformation across sectors </li> </ul> <p><i>Digital Makeover</i> is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry, and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership and digital strategies. </p>
<p>Foreword</p> <p>Introduction</p> <p><b>Parts I Four Foundational Pillars</b></p> <p>Chapter 1 Orchestrate Creativity</p> <p>Chapter 2 Cultivate Healthy Doubt</p> <p>Chapter 3 Learn and Innovate with Rigor</p> <p><b>Part II A Human-Centered Transformation</b></p> <p>Chapter 5 Centering Customers</p> <p>Chapter 6 Becoming Social</p> <p>Chapter 7 Transforming Relationships with Partners</p> <p>Chapter 8 Putting People First</p> <p>Conclusion</p> <p>Acknowledgments</p> <p>About the Authors</p> <p>Appendix 1 L’Oréal’s History: A Timeline of Significant Dates</p> <p>Appendix 2 Timeline of L’Oréal’s Acquisitions and Strategies</p> <p>Appendix 3 L’Oréal’s Portfolio of Brands</p> <p>Appendix 4 Global Beauty Industry Data</p> <p>Notes</p> <p>References</p> <p>Index</p>
<p><b>D</b>igital transformation and innovation are processes that stymie, and ultimately defeat, many companies across a wide range of industries. But unlike those firms, L'Oréal succeeded where others had failed, and managed to transform its operations from head to toe into a digital powerhouse. Now, with annual sales of $30 billion and a presence in 150 markets around the world, L'Oréal is technologically poised to maintain and expand its hold on the beauty industry.</p> <p><i>Digital Makeover</i> tells the story of a digital transformation that put people at the center of the company's strategy, trusting human, social, and cultural resources to define a natural role for digital tech at the core of L'Oréal. The accomplished experts and authors tell a variety of success stories, ranging from a new approach to the beauty market, to the development of virtual reality apps, an embrace of e-commerce and programmatic media buying, and a push into the most digitally innovative market, China.</p> <p>Told as a series of exciting and memorable anecdotes, the book delivers an in-depth and highly relatable best practice story that incorporates a critical and realistic perspective with useful end-of-chapter transformation tips. The authors examine how L'Oréal maintained its market leadership in the face of digital disruption, took a social-centric approach to beauty tech, e-commerce, and digital services, and leveraged its human and legacy resources to drive its push for digital dominance.</p> <p>Perfect for executives, business strategists, and marketing and brand professionals, <i>Digital Makeover</i> will also earn a place in the libraries of businesspeople seeking to understand the complexities of the digital mindset and needing a comprehensive analysis of what is required to embed the digital approach in all facets of an organization. Academics, researchers, business historians, and business and management students will also find the book invaluable.</p> <p><b>BEATRICE COLLIN</b> is Professor of Strategy and International Management at ESCP Business School. Her research focuses on digital innovation and transformation, and she is recognized as a leading global expert on L'Oréal. </p> <p><b> MARIE TAILLARD</b> is Professor of Marketing at ESCP Business School. She has over thirty years of experience supporting small and large companies worldwide and teaches across continents in graduate and executive learning programs. Her research focuses on digital transformation and customer centricity.</p>
<p>LEARN HOW <b>L’ORÉAL </b>ACHIEVED <b>DIGITAL DOMINANCE</b> WHERE SO MANY OTHERS FAILED</p> <p>The push for digital transformation is one that remains fraught with unpredictability and risk. Only a quarter of corporate digital transformations in the last five years have resulted in lasting performance improvement. But L’Oréal succeeded where so many others had been disappointed, by relying heavily on finding a natural place for people, their customers, employees, and partners at the very heart of their digital enterprise.</p> <p>Organized around illuminating case studies, <i>Digital Makeover</i> tells the fascinating story of a beauty company that embraced all manners of digital channels and tools, including e-commerce, virtual reality, artificial intelligence, influencer marketing, and programmatic advertising, without allowing its transformative digital disruption to interfere with its market dominance. The book also discusses how  L’Oréal achieved its uncontested leadership in the most digitally innovative market of them all, China.</p> <p>The distinguished authors discuss how  L’Oréal maintained its market leadership in the face of digital disruption and leveraged their organizational and cultural assets to help find a place for digital technology in every part of their organization.</p> <p>Ideal for executives, strategists, marketing and brand professionals, and other businesspeople hoping to understand the digital mindset, <i>Digital Makeover</i> is also an invaluable resource for academics, researchers, business historians, and management students seeking insights into digital transformation in any industry.</p>

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