Digital transformation at Nestlé: Playing to win

Pete Blackshaw

Journal of Brand Strategy, 2014, vol. 3, issue 1, 6-11

Abstract: How does the largest food company in the world transform to become the leader in leveraging digital and social media to build brands and delight consumers? It is not as easy as instructing brands and markets to simply embrace digital. Each day, Nestlé is producing 1,500 pieces of original content, collaborating on an internal social platform with over 200,000 employees across the globe, and selling 1.2 billion products, many of which are digitally linked. This paper discusses how, through simple concepts of remembering the fundamentals, externally focusing on innovation and fostering rapid scaling and collaboration, Nestlé leverages digital to more effectively build brands that connect with consumers.

Keywords: innovation; Nestlé; DAT; leadership; digital (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:1:p:6-11

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