MIT Sloan Management Review Article on Creating Digital Offerings Customers Will Buy

Find the sweet spot between what technologies can deliver and what your customers need.

Digital technologies are forcing companies to reimagine their customer value propositions. That’s because new social and mobile applications, analytics, the internet of things, artificial intelligence, biometrics, blockchain, cloud and edge computing, and many other advances allow them to deliver value in ways that simply were not possible in the past.

But given all that potential, how does any company figure out which offerings are viable?

About the Author

Jeanne W. Ross is principal research scientist for MIT’s Center for Information Systems Research. Cynthia M. Beath is a professor emerita of information systems at the McCombs School of Business at the University of Texas at Austin. Martin Mocker (@martinmocker) is a research affiliate at MIT’s Center for Information Systems Research and a professor of information systems at ESB Business School at Reutlingen University in Reutlingen, Germany. This article is adapted from the authors’ forthcoming book, Designed for Digital: How to Architect Your Business for Sustained Success (The MIT Press, 2019).

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