Driving Digital Strategy: A Guide to Reimagining Your Business

Lockheed Martin, “Collaborative Human Immersive Laboratory,” http://www.lockheedmartin.com/us/products/chil.html.

Geoffrey Parker and Marshall W. Van Alstyne, “Two-Sided Network Effects: A Theory of Information Product Design,”

For an example of this see Clarence Lee, Vineet Kumar, and Sunil Gupta, “Designing Freemium: Managing Growth and Monetization Strategies,” unpublished paper, July 2017.

Varun Bhasin and Muhammad Raheel Bodla, “Impact of 3D Printing on Global Supply Chains by 2020” (thesis, Massachusetts Institute of Technology, 2014).

“What Is a Free Customer Worth?” Harvard Business Review, November 2008, 102–

Glen L. Urban et al., “Morphing Banner Advertising,” Marketing Science 33, no. 1 (2013): 27.

Kevin Roberts, Lovemarks: The Future beyond Brands (Brooklyn: PowerHouse Books, 2015).

Jim Lecinski, “Winning the Zero Moment of Truth,” Google report, June 2011, https://www.thinkwithgoogle.com/marketing-resources/micro-moments/zero-moment-truth/. 11. David Court et

Dakin Campbell, “Goldman Set Out to Automate IPOs and It Has Come Far, Really Fast,” Bloomberg, June 13, 2017,