Gartner Research

Externally Focused Digital Business Initiatives Require Strategic Positioning

Published: 09 April 2018

ID: G00353377

Analyst(s): Don Scheibenreif , Hank Barnes


Digital businesses must be clearly differentiated from competitive alternatives, including the status quo. CIOs leading digital business efforts will benefit from proven positioning techniques to frame differentiations and the strategic intent of the business.

Table Of Contents
  • Key Challenges



  • Positioning Considerations for Digital Businesses
    • Challenge: Sustaining Differentiation in a Highly Dynamic Marketplace
    • Challenge: When Things Become Customers
    • Challenge: Choosing Competitive Alternatives
  • The Positioning Framework
  • Positioning Pitfalls
  • Conclusion

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