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The Harvard Business Review has apiece in which it “identified seven tactics that pioneering brands have used to arrive at an effective digital strategy,” noting that it is critical for CPG brands to do this at a time when Amazon seems to be making moves “to alter the relationships between consumer goods makers and their brick-and-mortar retail partners.”

The story notes that it won’t be long before “digital agility will be as important to consumer brands as traditional capabilities like brand-building, new product development, and distribution. What that digital response looks like will vary from brand to brand. For now, product makers can look to retailers and innovative brands for lessons in ways to balance universal best practices with choices that are authentic to the brand, the evolving consumer purchase process, and the specific channel environment.”

You can read the entire piece here.
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