MIT Sloan Management Review Article on The Keys to Successful Digital Experimentation

While transformation may come from the top, employees with a flexible approach to experimentation may be what’s needed to make it happen.

MIT Sloan Management Review: Tell me a little bit about your role as senior vice president and digital development person. Kimberly Lau: First, I’ll just clarify, our parent company is Atlantic Media Inc., and I specifically work on The Atlantic brand.

Essentially all the areas of our business that are not sales or editorial report in to me. That includes the product team, which is composed of our developers, designers, and product managers, who are designing, developing, and strategizing about our website and all our digital products. It also includes our consumer marketing team, which historically was focused on print subscriptions but is increasingly focused on developing new products and growing our paid consumer base. And lastly, it includes the magazine production team, which is a very small team that literally handles magazine production, printing, buying paper, all of that.

About the Author

Gerald C. (Jerry) Kane is a professor of information systems at the Carroll School of Management at Boston College and the MIT Sloan Management Review guest editor for the Digital Business Initiative. He can be reached at gerald.kane@bc.edu and on Twitter @profkane.

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