Start reading The Digital Edge on the free Kindle Reading App or on your Kindle in under a minute. Don't have a Kindle? Get your Kindle here.

Deliver to your Kindle or other device

Enter a promotion code
or gift card

Try it free

Sample the beginning of this book for free

Deliver to your Kindle or other device

Anybody can read Kindle books—even without a Kindle device—with the FREE Kindle app for smartphones, tablets and computers.
Sorry, this item is not available in
Image not available for
Image not available

To view this video download Flash Player


The Digital Edge: Exploiting Information and Technology for Business Advantage [Kindle Edition]

Mark P. McDonald , Andy Rowsell-Jones
4.6 out of 5 stars  See all reviews (7 customer reviews)

Digital List Price: $8.99 What's this?
Kindle Price: $7.99
You Save: $1.00 (11%)

Kindle Daily Deals
Kindle Delivers: Daily Deals
Subscribe to find out about each day's Kindle Daily Deals for adults and young readers. Learn more (U.S. customers only)

Book Description

How can companies leverage technology for growth? By combining their digital and physical assets in new ways to create value, revenue and results.

Digital technologies dominate more than half of business operations, but only a quarter of firms attribute revenue to these assets. Why? Because most organizations focus their strategies on digital transactions, which automate and substitute physical resources for digital ones.

New, digitalized businesses have learned how to create value and revenue from digital assets. They go beyond further rounds of process automation to transform processes, business models and the customer experience by exploiting the pervasive digital connections between systems, people, places and things. Technologies such as smartphones, tablet computing, social media, big data, analytics, cloud computing, remote sensing and others provide the raw materials for any company today — large or small, old or new — to create a digital edge for its business.

Learn how several leading organizations have used digital technology to solve fundamental contradictions for their customers or business models that made new opportunities possible in ways hard for competitors to copy. Their experiences are distilled into an approach any organization can follow: Identify digital value, select the right combination of digital and physical resources, and build digital capabilities by listening from the outside-in and developing from the inside-out. Then create leadership teams that will make your company ready to act on new digital opportunities to create sustainable competitive advantage.

The Digital Edge addresses the connection between growth and digital technology. This is an issue facing every executive and McDonald and Rowsell-Jones provide a concise, actionable and practical approach to answer how technology supports growth.

Jeff Sampler, Fellow of Strategy and Technology at Saïd Business School, University of Oxford

Product Details

  • File Size: 1924 KB
  • Print Length: 130 pages
  • Publisher: Gartner, Inc. (October 21, 2012)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B009UYP4XA
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #441,629 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images?

Customer Reviews

Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Kindle Edition
Are you a business leader who wants to understand new approaches to building competitive advantage through accessing customer value and driving profitability? If so, then this eBook offers you a great perspective supported by a number of thought provoking examples and a lot of practical tools.

This is a compact read that helps you look beyond process automation and operation efficiency to building a truly digitalized business. It highlights that by effectively creating new combinations of both physical and digital assets can provide a sustained competitive advantage. What really resonated with me was that while anyone can implement digital technologies, the real leading organisations invest in digital capabilities based around clearly articulated customer outcomes, designing outside in. A great read.
Comment | 
Was this review helpful to you?
2 of 2 people found the following review helpful
5.0 out of 5 stars A radical yet practical guide to digital disruption December 11, 2012
Format:Kindle Edition
This is a terrific guide to capturing the full potential of digital technologies. It provides a fresh on perspective of how to truly harness digitization, going beyond the typical focus on automation and operational efficiency.

The detailed examples from several leading companies--Rabobank, Royal Caribbean, CDW and many others provide practical guides for how companies have used digital technologies to transcend seemingly intractable tradeoffs--like providing unique, individual customer experience without sacrificing scale, or truly empowering front-line staff in their interactions with customers without sacrificing consistency and discipline.

Perhaps the most fundamental point I've taken away from this book--which is a fast and engaging read, with lots of practical tools to go with it--is that while digital technologies provide many opportunities for revenue and value creation, these will only accrue to those companies that realize that they also need to profoundly change the way they design their business and management models (so that they are designed from the customer-backward, and in a way that empowers the "edge" of the organizaton that interacts with the customer on a daily basis).
Comment | 
Was this review helpful to you?
1 of 1 people found the following review helpful
5.0 out of 5 stars five distinct models for digital innovation January 22, 2013
Format:Kindle Edition
I was impressed by the unique perspective and fresh approach to a topic that so many organizations take for granted and merely allowed to happen organically or incrementally. The real hook for me was the shattering of conventional wisdom that equates value with revenue. Mark and Andy show how doing so sacrifices and limits strategic decisions. Paradoxically, a fixation on financials is a road to fiscal ruin - or a prolonging of it.

They illustrate how in almost any business there are bumpy patches or sticky points at the intersection of multiple processes. But rather than hammering at them with traditional process improvement tools and methods, these intersections are the ideal place for digitalization. And not just digitalizing individual components, but rather applying digitalization disruptively via breakthrough performance, changing transaction economics, or altering the way parties access resources and one another. This is done by dissecting, understanding, then reassembling resource and relationship process flows to create innovative combinations. These combinations take five forms which are explained and illustrated in detail: automate, apply, accompany, augment and abstract.

Finally the authors explain how to build digital capabilities from both the outside in and from the inside out - and to do so continuously.

I would recommend this book to any IT or business leader who is tasked explicitly or implicitly with innovation.
Comment | 
Was this review helpful to you?
2 of 3 people found the following review helpful
4.0 out of 5 stars Thoughtful, Accessible & Useful February 2, 2013
Format:Kindle Edition
Obviously, there's no shortage of books and texts about the future of IT and/or digitalization in business.
Many, if not most, are filled with anecdotes, vignettes and case studies supporting their arguments about the transformative powers of digitalization and devices for business.

What makes this ebook different and special - for me - is how thoughtfully and accessibly it defines and articulate how business/leaderships should think about 'digital platforms.' You need alignment between the value you wish to create and the platforms - not just processes! - you use to create it. From first hand observation, I'm sorry to say, IT far too often gets to 'own' the platform philosophy, discussion and design. Digital/digitalization 'platforms' become a Procrustean bunk-beds. (Yes, even in a 'cloud computing' era.) The framework(s) McDonald and Rowsall-Jones offer permit EXACTLY the kinds of conversations businesses with underutilized/underappreciated/undervalued/underexplored digital assets need to have.

My criticism of the book: for me, it doesn't adequately confront the 'talent management' and cultural challenges any serious commitment to digitalization-driven value creation will raise. I know that's not the book they sought to write but those are the organizational/leadership issues serious executives face when seeking a 'digital edge.'
Comment | 
Was this review helpful to you?

More About the Author

Mark P. McDonald is the author of The Digital Edge with Andy Rowsell-Jones. He is also the co-author with Anthony Bradley of The Social Organization and with Peter Keen of The eProcess Edge. He is a Group Vice President and Fellow at Gartner, Inc, a global advisory firm where he works with executive teams on applying digital technologies to create business results.

Prior to working for Gartner, he was a Partner with Accenture responsible for the Center for Process Excellence. He has a Ph.D. from TU Delft in technology policy management and masters in economics and international finance. He is an active blogger and has been published or interviewed by the Wall Street Journal, Forbes Online, the Financial Times and CNBC.


There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
First post:
Prompts for sign-in

Look for Similar Items by Category