Digital strategy
April 2024
The Transformation of Digital China: Harnessing the Potential of Data, Cloud and AI
By Julian Birkinshaw, Dickie Liang-Hong Ke
The case, set in 2024, describes the transformation of Digital China, a large IT services company in China that had grown proactively and ambitiously into new digital services, including artificial intelligence (AI). The case briefly describes the company’s background so we can see how it has evol...
February 2024
Digital Dubai: Making Dubai the Digital Capital of the World
By Julian Birkinshaw, Neil King
When the Dubai Government announced in 2021 that it had processed its last-ever paper transaction, becoming the first government in the world to go paperless, it completed a 20-year journey of digital transformation that changed people’s lives across the emirate fundamentally. Since launching i...
March 2022
Refinitiv: A private equity-led transformation
By Julian Birkinshaw, David Craig
In August 2019 CEO David Craig was considering the likely benefits and challenges of merging his company, financial-markets data and infrastructure provider Refinitiv, with the London Stock Exchange Group. Craig had led a turnaround of Thomson Reuters’ Financial & Risk division (F&R), then...
November 2021
Pass the Keys (B)
By John Mullins
The past year, 2019, had been an exhilarating one for Alex Lyakhotskiy and his team. Buoyed by a new franchise model that was working well for opening new cities, alongside better execution in some of the company’s existing cities, Pass the Keys’ growth had accelerated. Happily, it was looking l...
November 2021
Pass the Keys (A)
By John Mullins
It was a cold, blustery February morning in 2019. Pass the Keys co-founders Alex Lyakhotskiy and Zoe Vu were reflecting with their team on the three and a half years that their fast-growing company had been in business. “We’re now managing 480 properties in nine cities across the UK. Most of our...
June 2020
Enel S.p.A.: A Traditional Utility Embraces the Digital Revolution
By Julian Birkinshaw, Ken Mark
The case study describes the digital transformation of Enel under the leadership of Francesco Starace from 2014 to 2019. Enel is one of Europe’s largest utilities, providing electricity to 71 million customers across Europe and South America. It is also an impressive success story. At the time the...
March 2022
Burberry’s Digital Strategy
By Donald Sull, Stefano Turconi, Sanam Zanjani
The case analyses how Burberry developed and executed a strategy centered on millennial consumers, British appeal and distinctive digital capabilities, transforming the sesquicentennial brand into an international luxury powerhouse. Burberry’s digital transformation was spearheaded by CEO Angela A...