The Importance of a Focused and Standardized Operating Model in Managing Digital Customer Engagement

Lukas Trautner ()
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Lukas Trautner: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 83-102 from Springer

Abstract: Abstract Deep Dive 2 (Organization): When analyzing reasons that digital transformations fail, it becomes very clear that the focus is not just on defining the right strategy but also significant effort needs to be placed on the implementation of the strategy via a sound operating model. With that companies can increase the likelihood for success of their digital transformation up to a factor of three, while ensuring their teams run at high productivity. Throughout this chapter the author will provide an overview over various definitions and elements of operating models in the existing literature, while providing, at the same time, an explanation of key steps in developing an operating model in the context of digital customer engagement. Closing the gap between theory and practice, two specific case studies on operating models in the B2B electronics industry for campaign management and content production are presented, while the chapter will close with an outlook on future elements and focus areas in an operating model.

Keywords: Digital customer engagement strategy; Governance; Organizational structure; Marketing processes analytics; Stakeholder management; Target model; Performance marketing; Change management (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_6

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DOI: 10.1007/978-3-031-30720-1_6

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