2018年-IZEXRO~F

IBM Global C-suite Study Summary

Core Content

The IBM Global C-suite Study, now in its 19th edition, is a comprehensive analysis of the strategic priorities and challenges faced by C-suite executives across 112 countries. Based on responses from 12,854 executives in six key roles, the report highlights the evolving landscape of business transformation, emphasizing the importance of perpetual reinvention, collaboration, and customer-centric strategies.

Main Findings

1. Perpetual Reinvention

• The digital era demands continuous adaptation and innovation.
• Organizations that thrive are not waiting for the next inflection point but are actively preparing for ongoing change.
• The report identifies three archetypes of organizations based on their Digital Reinvention™ capabilities:
  • Reinventors (27%): Leading in innovation and performance, they align IT with business strategy and are agile in adapting to change.
  • Practitioners (37%): Ambitious but still developing the necessary capabilities, they are more likely to pursue platform-based business models.
  • Aspirations (36%): Lagging in digital transformation, they face challenges in vision, strategy, and execution.

2. Shift in Disruption Sources

• Incumbents, not startups or digital giants, are now the main drivers of disruption.
• 72% of C-suite executives believe innovative incumbents are leading disruption in their industries.
• Digital giants (e.g., Apple, Google, Alibaba) are seen as a significant but secondary source of disruption (34%).
• Startups are a minor source (23%), and external competitors are even less impactful (22%).

3. Customer Experience Over Products

• 68% of C-suite executives expect organizations to prioritize customer experience over traditional products.
• This shift reflects a broader trend toward personalization and co-creation.

4. Platform Business Models

• The platform model is becoming a dominant strategy, with 57% of organizations with a disruption strategy adopting it.
• It enables network effects, scalability, and revenue diversification.
• The report estimates that $1.2 trillion in capital could be reallocated to platform models in the next 2–3 years.

5. Data-Driven Personalization

• Reinventors are particularly effective at using data to identify unmet customer needs.
• 80% of Reinventors are very effective at uncovering such needs, compared to 45% of Practitioners and 30% of Aspirations.
• Customer journey maps are a key tool for personalization, with 65% of Reinventors being very effective at creating them.

6. Collaboration and Agility

• Collaborative innovation is gaining traction, with 63% of C-suite executives expecting organizations to expand their partner networks.
• Reinventors emphasize agility, experimentation, and rapid prototyping to stay ahead of the curve.
• They foster a culture that rewards fast failure and successful innovation.

7. The Role of Design Thinking

• Reinventors are design thinkers, using empathy and customer feedback to guide their strategies.
• They engage in co-creation with customers and partners, and they often use AI and cognitive solutions to enhance personalization efforts.

Key Insights

• Market factors are now the top external force influencing C-suite executives, followed by technology and people skills.
• Digital transformation is no longer just about technology; it's about rethinking business models, customer engagement, and organizational culture.
• Personalization is a key differentiator, but it requires a deep understanding of customer needs and a culture that supports it.
• Incumbents are proving to be more agile and innovative than previously thought, and they are actively acquiring and integrating disruptive technologies and startups.
• The platform business model is a critical enabler of scalability and competitive advantage, especially in a digital-first world.

Conclusion

The report underscores the need for continuous reinvention and agility in the face of evolving market dynamics. While the threat of disruption is real, the most successful organizations are those that embrace change, leverage data and collaboration, and are willing to experiment and adapt. The Reinventors, in particular, are setting the standard for how enterprises can thrive in an increasingly complex and competitive environment.