Digitalization

Digitalization is one of the major developments in today’s society, and affects business strategy and tactics and even entire business models. Thus, it has important implications for the functioning of marketing, logistics and innovation strategy. The marketing function has changed dramatically with a stronger focus on online and mobile marketing. Communication, assortment and pricing decisions have become more flexible in online environments. Customer privacy is a key element to be considered. Logistics also have become more complex but are crucial to compete. Customers demand to be served day and night with fast home-deliveries, and to be able to conveniently return products. Firm’s logistics streams need to handle this complexity while guaranteeing quick deliveries at low cost. Within innovation digitalization also requires new value propositions, partnerships, key resources, and delivery channels. The development of products with new digital features is becoming the norm. Marketing, logistic, and innovation functions need to cooperate more in order to deliver superior customer value at low costs.

Key Researchers

• Prof. Tammo Bijmolt
• Prof. Albert Boonstra
• Dr. Thijs Broekhuizen
• Prof. Jenny van Doorn
• Prof. David Langley
• Prof. Kees Jan Roodbergen
• Prof. Peter Verhoef
• Prof. Jaap Wieringa