1. Realidad del E-Commerce:
Desafíos & Oportunidades en un Mercado Dinámico

2. Adaptive Organization: balancing emphasis on existing & new opportunities.
Discipline 1 – Exploiting opportunities associated with the current strategy
Discipline 2 – Exploiting new opportunities spontaneously generated
Radical Innovation Management: Increase Scale
(initially not necessarily large) 1.Conceptual Skills
But: Complement or Substitute? 2.Political Skills
Autonomous amend
e Strategic
Strategic
Context
emerging Action
Concept of
environments
Corporate E
Strategy
the existing
Induced
Structural environment
Strategic
Context
Action
Incremental Innovation 1. Organizational Structure Top Mngmt Beliefs about:
(not necessarily small) 2. Planning & Control Systems 1.Distinctive Competences
Organizational
3. Resource Allocation Rules 2.Product Market Domain
4. Measurement & Reward System 3.Core Values Learning
… Principles of Behaviour 4.Objectives
STRATEGY IS DESTINY, Robert Burgelman

3. Adaptive Organization: balancing emphasis on existing & new opportunities.
Strategic Importance:
–…
Unrelated
Special Independent –…
Complete
Business Business
Operational Relatedness
Spin-off –…
Unit Unit
Corporate
New Venture Spin-off +
New Product
Division Contract/
Program
Transit, not License
Destination Operational Relatedness:
–…
Spin-off + –…
Direct Divisional
Strongly
Related
Licensing/ –…
Integration New Venture
Contracting +
(Core Business) Group
Nurturing
Very Important Not Important
Strategic Importance
STRATEGY IS DESTINY, Robert Burgelman

4. MOBILE & TABLETS
MOBILE
Plan piloto :
Nuestro primer chequeado.
APPS & TABLETS

5. SOCIAL MEDIA

6. Escuchar y entender mejor a
los clientes a través del
Escuchar y entender mejor a los clientes a
monitoreo de redes sociales
través del monitoreo de redes sociales
Apoyar la experiencia de
Apoyar la experiencia de los clientes
los clientes (Derivación para Acercarnos al Cliente
(Derivación para solucionar dudas)
solucionar dudas)
Vitrina comunicacional
para la compañía (RSE, Promocional,
Vitrina comunicacional para la compañía
impulsar el Turismo, entre otros)
Estar donde está el cliente (el
cliente hoy está en las redes sociales)

7. Realidad del E-Commerce:
Desafíos & Oportunidades en un Mercado Dinámico