2018年-ibm商业价值研究院_https_publicdheibmcomcommonssiecm98en98013098usenincumbents-strike-back_42页_680kb

IBM Global C-suite Study Summary

Core Content

The IBM Global C-suite Study, now in its 19th edition, provides insights into the evolving strategies and priorities of C-suite executives across 112 countries, with data from 12,854 respondents representing six key roles: CEO, CFO, CHRO, CIO, CMO, and COO. This report highlights the ongoing transformation of enterprises in the face of digital disruption and outlines three distinct organizational archetypes based on their Digital Reinvention™ capabilities: Reinventors, Practitioners, and Aspirations.

Main Findings

1. Perpetual Reinvention

• Organizations are increasingly recognizing the need for continuous adaptation rather than waiting for disruptive inflection points.
• The Reinventors (27%) lead in innovation, customer experience, and profitability, and have a well-defined strategy to manage disruption.
• They focus on collaborative innovation and customer co-creation, leveraging data and analytics to drive strategic decisions.
• Reinventors are ahead in platform business models, which allow them to scale quickly through network effects.

2. Disruption Trends

• Incumbents, not startups or digital giants, are leading the disruption in most industries.
• Only 23% of C-suite executives see external industry competitors as a major source of disruption.
• Innovative incumbents are more impactful in driving change than digital giants or startups.
• Many traditional companies are acquiring startups and innovators to enhance their digital capabilities and stay competitive.

3. Customer Experience and Personalization

• 86% of organizations claim to be at least somewhat effective in personalizing customer experiences.
• 53% consider themselves quite effective, though there's a disconnect between what executives believe customers value and what they actually care about.
• Reinventors are particularly effective at using data to understand unmet customer needs (80% very effective).
• 68% of Reinventors integrate customer feedback into all planning and design processes.
• 65% of Reinventors are very effective at creating detailed customer journey maps, compared to 45% of Practitioners.

4. Platform Business Models

• 57% of Disruptors are either building or owning a platform business model, which allows for greater scalability and innovation.
• The shift toward platform models is expected to lead to a record level of investment, with capital reallocation potentially reaching USD 1.2 trillion in the next two to three years.
• Platforms enable network effects, allowing organizations to optimize resources and create new value.

5. Strategic Capabilities

• The Reinventors stand out due to their agility, experimentation culture, and ecosystem focus.
• They are more likely to reallocate resources and experiment with new ideas, including rapid prototyping and short feedback cycles.
• They are also more likely to embrace digital technologies like the Internet of Things (IoT) and blockchain to enhance customer understanding and experience.

Key Insights

• Market factors (e.g., competition, customer preferences) are now the most important external force impacting enterprises, surpassing technology.
• People skills and intangible assets (like talent and ideas) are gaining recognition as key drivers of value.
• Customer co-creation and journey mapping are essential for delivering personalized experiences.
• The Reinventors are not only leading in innovation but also in building trust and accountability with customers and partners.
• The digital transformation is no longer limited to startups; established companies are also adopting new strategies and technologies to stay relevant.

Archetypes Overview

Conclusion

The study underscores the importance of continuous reinvention and customer-centric innovation in today's digital landscape. While disruption is still a reality, incumbents are now the primary drivers of change. The Reinventors are setting the pace with their agile strategies, data-driven insights, and collaborative approaches, proving that personalization and trust are central to long-term success.