Ebook Digital business and ecommerce management: Strategy, implementation and practice strategy, implementation and practice (Sixth edition) – Part 2

Ebook Digital business and ecommerce management: Strategy, implementation and practice strategy, implementation and practice (Sixth edition) – Part 2 to developing digital business strategy and applications are reviewed for the organisation as a whole (Chapter 5), with an emphasis on buy side ecommerce (Chapters 6 and 7) and sellside ecommerce (Chapters 8 and 9). 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2 ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana Strategy and applications and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you Part with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of In Part  of the book approaches to developing digital business strategy and applications are reviewed for the organisation as a whole (Chapter  5), with an emphasis on b ­ uy-​­side e‑commerce (Chapters 6 and 7) and ­sell-​­side e‑commerce (Chapters 8 and 9) ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Digital business strategy p. 179 ● ● ● ● ● Focus on  .  ● Aligning and impacting digital business strategies Supply chain management p. 247 ● ● ● What is digital business strategy? Strategic analysis Strategic objectives Strategy definition Strategy implementation What is supply chain management? Options for restructuring the supply chain Using digital business to restructure the supply chain Supply chain management implementation Focus on . . . ​ ● The value chain ● E‑procurement p. 297 ● ● ● ● ● What is e‑procurement? Drivers of e‑procurement Barriers and risks of e‑procurement adoption Implementing e‑procurement The future of e‑procurement Focus on . . . ​ ● Estimating e‑procurement costs ● B2B marketplaces ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu Digital marketing p. 323 h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana ● What is digital marketing? Digital marketing planning Situation analysis Objective setting Strategy Tactics Actions Control Focus on . . . ​ ● Characteristics of digital media communications ● Online branding ● and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees ● ● hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars ● imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ● ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ● ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ● ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Customer relationship management p. 387 ● ● ● ● ● ● ● What is e‑CRM? Conversion marketing The online buying process Customer acquisition management Customer retention management Customer extension Technology solutions for CRM Focus on . . . ​ ● Marketing communications for customer acquisition ● Social media and social CRM strategy ● Excelling in e‑commerce service quality ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you Digital business strategy with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of Learning outcomes Chapter at a glance ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Main topics After completing this chapter the reader should be able to: ➔ What is digital business strategy?  184 ➔ Strategic analysis  192 ➔ Strategic objectives  203 ● ➔ Strategy definition  217 ● ➔ Strategy implementation  232 ● Focus on  .  ➔ Aligning and impacting digital business strategies  237  Follow an appropriate strategy process model for digital business Apply tools to generate and select digital business strategies Outline alternative strategic approaches to achieve digital business Management issues Case studies 5.1 Debenhams creates value through mobile commerce  208 Consideration of digital business strategy raises these issues for management: 5.2 Setting the Internet revenue contribution at Sandvik Steel  213 ● 5.3 Boo hoo – learning from the largest European ­dot-​­com failure  234 ● ● How does digital business strategy differ from traditional business strategy? How should we integrate digital business strategy with existing business and information systems strategy? How should we evaluate our investment priorities and returns from digital business? Web support The following additional case study is available at www.pearsoned.co.uk/chaffey ➔ Evolving business models in the Internet car sales market The site also contains a range of study material designed to help improve your results Links to other chapters The main related chapters are: ● ● Scan code to find the latest updates for topics in this chapter ● Chapters 6 and review the specific enactment of digital business strategy to supply chain and procurement management processes Chapters 8 and explain how digital marketing and customer relationship management relate to the concept of digital business, and e‑commerce and digital marketing planning are approached Chapters 10, 11 and 12 look at practical aspects of the implementation of digital business strategy ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana 180 Part Strategy and applications and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu Introduction h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana Developing a digital business strategy requires a fusion of existing approaches to business, marketing, supply chain management and information systems strategy development In addition to traditional strategy approaches, commentators have exhorted companies to apply innovative techniques to achieve competitive advantage Around 2000, many articles, fuelled by the ­dot-​­com hype of the time, urged CEOs to ‘innovate or die’ For many existing companies rapid transformation was neither desirable nor necessary and they have made a more gradual approach to digital business practice Those companies that have successfully managed the transformation to digital business have done so by applying traditional strategy approaches At the same time there have been many ­start-​­ups featured as cases in previous chapters, such as eBay, Lastminute.com and Zopa.com, that have succeeded through innovative business models But these companies also have succeeded through applying established principles of business strategy, planning and risk management In this chapter we seek to show how a digital business strategy can be created through following these established principles, but also through careful consideration of how to best identify and exploit the differences introduced by new electronic channels In a nutshell, digital business isn’t just about defining ‘how to business online’; it defines ‘how to business differently by applying digital technology to improve profitability and processes for both ­customer-​­facing, ­partner-​­facing and internal communications The digital business strategy defines how We look at some examples of business models which need to be developed in the light of the opportunities enabled by digital technology and media in the introductory interview in this chapter We start the chapter by introducing digital business strategy and then discuss appropriate strategy process models to follow as a framework for developing digital business strategy The chapter is structured around this classic ­four-​­stage strategy process model: and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Strategic evaluation Strategic objectives Strategy definition Strategy implementation For each of these components of strategy, we cover management actions to review and refine digital business strategy A recurring theme through this chapter is the need to align digital business strategy with business strategy while also identifying opportunities for digital business strategy to impact business strategy ‘Focus on Aligning and impacting digital business strategies’ at the end of this chapter covers these in more depth Development of the social business With the growing consumer and business adoption of social media (which we discussed in Chapter 4), there has been more focus on creating a social business focussed around customer needs (Since this requires transformation in the structure of the business we cover this topic in Chapter 10.) ­Real-world Digital Business The Smart Insights interview Roberto Hortal explains why the marketing mix remains relevant today Roberto Hortal has worked as head of digital business with many years of experience in different types of businesses operating in different countries Examples of the UK and global enterprises he has worked for include EDF Energy, RSA insurance group, ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana Chapter Digital business strategy 181 and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu MORE TH>N, easyJet and Nokia. ​Here he shares his experience of how the marketing mix concept is still applicable when taking ­real-​­world decisions in companies to shape their online proposition and increase their commercial value h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees Q We often hear that the concept of the marketing mix isn’t that useful any longer in this era of ‘customer first’ What’s your view on its relevance today? Are there any particular aspects of the mix which lend themselves to refining online? hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of Roberto Hortal: The marketing mix is a conceptual framework, and as such it is use‑ ful since it enables a common language to be used in the planning, execution and measurement of a number of coordinated activities that deliver the desired Marketing outcomes ­Customer-​­centricity demands that organisations become a lot better at col‑ lecting and reacting to customer insight and adapt their offering to best suit an e ­ ver-​ ­growing number of narrowing customer segments – ever approaching the ideal of the completely personalised product As complexity increases exponentially, it is crucial to be able to rely on tried and tested concepts like the marketing mix I use the basic components of the marketing mix (such as the Four Ps) at work daily, and as such for me the marketing mix remains a practical tool In a digital envi‑ ronment routinely identifying and profiling individual consumers over time and adapt‑ ing to their needs and wants, the Ps become elastic Is my website a Place, or is it an integral part of the Product? When more efficient digital channels directly influence my ability to Price, Place and Price become synonymous? This elasticity needs to be managed effectively to avoid the pitfalls of too rigidly applying the model One must always challenge the validity of every tool in the digital marketing armoury; adding, changing and discarding as business and customers evolve Proposed evolutions of the marketing mix concept (such as the Four Cs) may ensure it remains relevant today My personal view is we’re still some distance from seeing the end of its useful life ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Q Could you give some examples of where you applied new ways of applying the mix online? Roberto Hortal: In my view, the key insight is that digital media can contribute to every element of the mix Therefore we must avoid a narrow categorisation of digital as con‑ tributing solely (or even primarily) to a single component of the mix While I haven’t come across an organisation that fundamentally disagrees with that view, some organisations find it easier than others to put it into practice I have worked in organisations where the mix is embedded in the corporate structure with separate Pricing, Product, Distribution (Place) and Marketing (Promotion) departments Embedding a digital mindset across those silos can be a daunting task I’ve experimented with channel pricing, as pricing is a critical driver of conversion and business value in a services organisation: ● ● Straight online discounts have proven difficult to justify Online discounts aren’t valued by customers (in the age of price comparison, they focus on the total price, rather than its components) and often not reflect a real lower cost to the busi‑ ness (lower costs to sell and serve are offset by lower transaction value and lower retention rates) Using channel data as a pricing factor has proven a lot more successful: as his‑ torical data is accumulated, it is possible to really offer competitive prices to those customers identified as high value at the point of application An accurate value/ propensity model can use the wealth of information available from digital visitors (geography, visit trigger/campaign, past visits, customer history, etc.) to drive truly personalised pricing In this example, price follows place and both price and pro‑ motion reflect the individual customer ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana 182 Part Strategy and applications and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu I’ve successfully extended the ­data-​­driven approach to other elements of the mix: dynamic packaging (the creation of a personalised offering from the basis of a modu‑ lar product) has proven successful many times: at easyJet we built a product that included car hire recommendations based on a predictive model that took destination, seasonality and party size as inputs – increasing car hire uptake very significantly More recently I’ve applied the same i­nsight-​­driven dynamic packaging approach to RSA’s Central and Eastern European businesses, increasing sales of optional covers and ­add-​­ons very significantly Further opportunities exist around selecting which default base products to pre‑ sent: are you more likely to want a cheap energy tariff that tracks price rises or a ­fixed-​ ­price deal that ensures protection against future rises? What we know about you from your digital ‘shadow’ may provide the clues we need h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Q Online channels bring great opportunities to test propositions online Can you advise on approaches to testing propositions? Roberto Hortal: I have used online channels to test propositions in a couple of ways: ● ● Assign propositions randomly to visitors on first arrival to test interest/sales I would typically run this against a large control group (being offered the current main prop‑ osition) to both protect commercial results and detect the effect of any external influences that maybe otherwise wrongly influence the experiment This approach can be extended beyond the site, via randomised allocation of marketing messages on Display, Search etc to measure a proposition’s attractiveness It’s important to test all aspects of the proposition: a very successful proposition at attracting interest may convert badly if it can’t be priced at a level that matches customer expectations Provide a modular proposition platform and allow customers to combine proposi‑ tion elements We can easily analyse popular combinations as well as secondary correlations such as the propensity to add a certain ancillary product to a particular proposition configuration, and understand the compound impact on profitability, retention and advocacy from what we know about each of the modular components in isolation I’ve found that proposition testing rarely fits neatly an A/B scenario, with tests quickly developing into complex multivariate experiments with a significant number of vari‑ ables It is important to ensure the tests are solidly planned, rigorously executed and statistically significant Free tools like Google Website Optimiser provide information to test and get the best out of website contact However, such tools will not prevent badly designed experiments from yielding wrong data In my experience, the only way to ensure valid tests and improved business results is to bring in the best analyti‑ cal brain you can find Analytics is the first role I fill when I build a digital team from scratch, it’s that important Q Many organisations are now developing social media strategies How you see the intersection between social media and the marketing mix since it clearly impacts on product ­decision-​­making and service? Roberto Hortal: If I only had the answer . . . ​I take a radically different view of social media than many of my peers While most people see social media as a branding and customer service channel, I see social media’s largest potential in the areas of aware‑ ness, consideration and acquisition This is not to say the best way to use social media sites is to advertise in them Far from it The social nature of the Internet demands that brands engage in conversation, and identify and incentivise brand ambassadors to help amplify our messages ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana Chapter Digital business strategy 183 and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu There is general acceptance of this, but also a general shyness about steering conversations and seeking to extract immediate commercial value in the form of direct sales ­Risk-​­aversion takes over and anecdotes [are] used to prove the point that there is a risk that poor execution may lead to a social backlash The risk is clearly real but there is also an opportunity to execute well and gen‑ erate significant amounts of business and positive buzz I recently ran a campaign with Poland’s largest social network (Nasza Klassa) A fairly simple personality quiz mechanism was executed beautifully by my Polish team, resulting in what our part‑ ners characterised as the country’s most successful campaign in terms of reach and engagement, one that generated levels of sales comparable to those contributed by mainstream e‑marketing channels Social media spaces require nurture and respect, but we must not forget that so physical locations In the same way that people like to go to the village’s Post Office for a chat but also their banking, branded social media environments have the poten‑ tial to merge conversation and commerce in a seamless, altogether better proposition for both consumers and brands h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Q Many organisations now are looking at providing new mobile propositions A key decision is whether to implement them as a mobile app or mobile site How you approach this platform decision? Roberto Hortal: I start from the point of view of the user: ● ● ● ● Why would they use this proposition? Where would they use the proposition? How would they find it first time, and subsequently? Would they accept/appreciate the added engagement possibilities of an app (alerts, updates, a permanent place on the home screen)? Some scenarios where I have used this approach in the past include: ● ● ● Insurance/energy sales Website – neither mobile app nor mobile site In this par‑ ticular case I think the best option is to provide a solidly usable, accessible web sales capability that works well across devices Rather than building separate sites/ capabilities for separate devices I prefer to ensure the basis of the experience is optimised – this principle ensures that ­device-​­specificity doesn’t catch me ­off-​ ­guard: sales websites I have managed worked well on iPhone the day it came out as they were built of solid principles and standards that apply across devices I use extensively the principles of progressive enhancement to provide a great expe‑ rience to segments of people on particular channels/devices such as modern PC browsers and mobile browsers However, the underlying principle of a solid, acces‑ sible, easy to use site has never let me down Regular/emergency transaction Apps – I look at regular events such as submit‑ ting an electricity meter reading or unpredictable ones such as registering a motor insurance claim as ideal candidates for a mobile app Regularity breeds familiar‑ ity, and regular events can benefit from app characteristics such as local storage, transparent login, notifications and a permanent place on the user’s screen These same characteristics, together with the reassurance of being completely contained on the device and not requiring uninterrupted Internet access, support the use of apps for functionality perceived as critical HTML5 may make these distinctions technically irrelevant, but I expect customer behaviour will lag significantly so they will effectively apply for a long while yet Seamless access vs perceived value An app’s installation is quite a disruptive process: you need to open the shop interface, confirm credentials, find the app, ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana 184 Part Strategy and applications and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu start a possibly long download (which may impact on your monthly limits), find the app on the phone screens, start it, watch it initialise (including possibly entering username and password for initial configuration) and finally access it – and from now on it will take space permanently on your device, competing with your music and movies Quite an expensive process, from a usability point of view Therefore an app must have quite a high perceived value in order to get installed On the other hand, if casual use (particularly in conjunction with web searching/browsing) is what is sought, then a mobile site is the best solution Fragmentation is finally the last of my current worries We used to have to con‑ tend with the iPhone and the iPad Two screen sizes in a universal app Manageable Suddenly we have myriad versions of iOS, Android, Windows Phone on a continuum of screen sizes and very variable device capabilities (processor speed, camera/s, GPS, NFC, etc.) This is turning into a big argument for HTML5 and mobile sites Major platform/device combos will continue to be relevant for apps, but I also expect the relative size of this group of devices to shrink in relation to the universe of mobile devices – serving most of which will only be practical through mobile web h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” ● (Options for reviewing the marketing mix are discussed further at the end of Chapter 8 on Digital marketing.) What is digital business strategy? Strategy Definition of the future direction and actions of a company defined as approaches to achieve specific objectives Strategy defines the future direction and actions of an organisation or part of an organisa- tion Johnson and Scholes (2006) define corporate strategy as: the direction and scope of an organization over the ­long-​­term: which achieves advantage for the organization through its configuration of resources within a changing environment to meet the needs of markets and to fulfil stakeholder expectations Lynch (2000) describes strategy as an organisation’s sense of purpose However, he notes that purpose alone is not strategy; plans or actions are also needed Digital business strategies share much in common with corporate, business and marketing strategies These quotes summarising the essence of strategy could equally apply to each strategy: ● ● ● ● ● ● ‘Is based on current performance in the marketplace.’ ‘Defines how we will meet our objectives.’ ‘Sets allocation of resources to meet goals.’ ‘Selects preferred strategic options to compete within a market.’ ‘Provides a ­long-​­term plan for the development of the organisation.’ ‘Identifies competitive advantage through developing an appropriate positioning relative to competitors defining a value proposition delivered to customer segments.’ Johnson and Scholes (2006) note that organisations have different levels of strategy, particularly for larger or global organisations These are summarised within Figure 5.1 They identify corporate strategy which is concerned with the overall purpose and scope of the organisation, business unit strategy which defines how to compete successfully in a particular market and operational strategies which are concerned with achieving corporate and ­business unit s­ trategies Additionally, functional strategies describe how the corporate and business unit strategies will be operationalised in different functional areas or business processes Functional or process strategies refer to marketing, supply chain management, human resources, finance and information systems strategies ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana Chapter Digital business strategy 185 and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar Corporate strategy werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” Business unit strategies Figure 5.1 Digital business strategy Definition of the approach by which applications of internal and external electronic communications can support and influence business strategy Regional strategies Functional strategies Typical digital business planning Different forms of organisational strategy Where does digital business strategy fit? Figure 5.1 does not show at which level digital business strategy should be defined, since for different organisations this must be discussed and agreed We can observe that there is a tendency for digital business strategy to be incorporated within the functional strategies, for example within a marketing plan or logistics plan, or as part of information systems (IS) strategy A danger with this approach is that digital business strategy may not be recognised at a higher level within organisational planning A distinguishing feature of organisations that are leaders in digital business, such as Cisco, Dell, HSBC, easyJet and General Electric, is that digital business is an element of corporate strategy development and that transformation to apply digital platforms and media is prioritised and resourced There is limited research on how businesses have integrated digital business strategy into existing strategy, although authors such as Doherty and McAulay (2002) and Hughes (2001) have suggested it is important that e‑commerce investments be driven by corporate strategies We return to approaches of alignment later in the chapter The imperative for digital business strategy Think about the implications if digital business strategy is not clearly defined The following may result: ● ● ● ● Missed opportunities from lack of evaluation of opportunities or insufficient resourcing of digital business initiatives These will result in more savvy competitors gaining a competitive advantage Inappropriate direction of digital business strategy (poorly defined objectives, for example, with the wrong emphasis on ­buy-​­side, ­sell-​­side or internal process support) Limited integration of digital business at a technical level, resulting in silos of information in different systems Resource wastage through duplication of digital business development in different functions and limited sharing of best practice To help avoid these problems, organisations will want digital business strategy to be based on corporate objectives As Rowley (2002) pointed out, it is logical that digital business strategy should support corporate strategy objectives and it should also support functional marketing and supply chain management strategies However, these corporate objectives should be based on new opportunities and threats related to electronic network adoption, which are identified from environment analysis and objectives defined in a digital business strategy So it can be said that digital business strategy ys now without taking a fish In the first forty days a boy had been with him But after forty days without a fish the boy’s parents had told him that the old man was now definitely and finally salao, which is the worst form of unlucky, and the boy had gone at their orders in another boat which caught three good fish the first week It made the boy sad to see the old man come in each day with his skiff empty and he always went down to help him carry either the coiled lines or the gaff and harpoon and the sail that was furled around the mast The sail was patched with flour sacks and, furled, it looked like the flag of permanent defeat The old man was thin and gaunt with deep wrinkles in the back of his neck The brown blotches of the benevolent skin cancer the sun brings from its [9] reflection on the tropic sea were on his cheeks The blotches ran well down the sides of his face and his hands had the deep-creased scars from handling heavy fish on the cords But none of these scars were fresh They were as old as erosions in a fishless desert Everything about him was old except his eyes and they were the same color as the sea and were cheerful and undefeated “Santiago,” the boy said to him as they climbed the bank from where the skiff was h he old man said “You’re with a lucky boat Stay with them.” “But remember how you went eighty-seven days without fish and then we caught big ones every day for three weeks.” “I remember,” the old man said “I know you did not leave me because you doubted.” “It was papa made me leave I am a boy and I must obey him.” “I know,” the old man said “It is quite normal.” “He hasn’t much faith.” [10] “No,” the old man said “But we have Haven’t we?” ‘Yes,” the boy said “Can I offer you a beer on the Terrace and then we’ll take the stuff home.” “Why not?” the old man said “Between fishermen.” They sat on the Terrace and many of the fishermen made fun of the old man and he was not angry Others, of the older fishermen, looked at him and were sad But they did not show it and they spoke politely about the current and the depths they had drifted their lines at and the steady good weather and of what they had seen The successful fishermen of that day were already in and had butchered their marlin out and carried them laid full length across two planks, with two men Ernest Hemingway The Old Man and the Sea staggering at the end of each plank, to the fish house where they waited for the ice truck to carry them to the market in Havana 186 Part Strategy and applications and tackle, their livers removed, their fins cut off and their hides skinned out and their flesh cut into strips for salting When the wind was in the east a smell came across the harbour from the shark factory; but today there [11] was only the faint edge of the odour because the wind had backed into the north and then dropped off and it was pleasant and sunny on the Terrace “Santiago,” the boy said “Yes,” the old man said He was holding his glass and thinking of many years ago “Can I go out to get sardines for you for tomorrow?” “No Go and play baseball I can still row and Rogelio will throw the net.” “I would like to go If I cannot fish with you I would like to serve in some way.” “You bought me a beer,” the old man said “You are already a man.” “How old was I when you first took me in a boat?” “Five and you nearly were killed when I brought the fish in too green and he nearly tore the boat to pieces Can you remember?” “I can remember the tail slapping and banging and the thwart breaking and the noise of the clubbing I can remember you throwing me into the bow where the wet coiled lines were and feeling the whole boat shiver and the noise of you clubbing him like chopping a tree down and the sweet blood smell all over me.” [12] “Can you with his sun-burned, confident loving eyes “If you were my boy I’d take you out and gamble,” he said “But you are your father’s and your mother’s and you are in a lucky boat.” “May I get the sardines? I know where I can get four baits too.” “I have mine left from today I put them in salt in the box.” “Let me get four fresh ones.” “One,” the old man said His hope and his confidence had never gone But now they were freshening as when the breeze rises “Two,” the boy said “Two,” the old man agreed “You didn’t steal them?” “I would,” the boy said “But I bought these.” “Thank you,” the old man said He was too simple to wonder when he had attained humility But he [13] knew he had attained it and he knew it was not disgraceful and it carried no loss of true pride “Tomorrow is going to be a good day with this current,” he said “Where are you going?” the boy asked “Far out to come in when the wind shifts I want to be out before it is light.” “I’ll try to get him to work far out,” the boy said “Then if you hook something truly big we can come to your aid.” “He does not like to work too far out.” “No,” the boy said “But I will see something that he cannot see such as a bird working and get him to come out after dolphin.” “Are his eyes that bad?” “He is almo should not only support corporate strategy, but should also influence it Figure 5.2 explains how digital business strategy should relate to corporate and functional strategies It also shows where these topics are covered in this book e Mosquito Coast and your eyes are good.” Ernest Hemingway The Old Man and the Sea “I am a strange old man” “But are you strong enough now for a truly big fish?” “I think so And there are many tricks.” [14] “Let us take the stuff home,” the boy said “So I can get the cast net and go after the sardines.” They picked up the gear from the boat The old man carried the mast on his shoulder and the boy carried the wooden boat with the coiled, hard-braided brown lines, the gaff and the harpoon with its shaft The box with the baits was under the stern of the skiff along with the club that was used to subdue the big fish when they were brought alongside No one would steal from the old man but it was better to take the sail and the heavy lines home as the dew was bad for them and, though he was quite sure no local people would steal from him, the old man thought that a gaff and a harpoon were needless temptations to leave in a boat They walked up the road together to the old man’s shack and went in through its open door The old man leaned the mast with its wrapped sail against the wall and the boy put the box and the other gear beside it The mast was nearly as long as the one room of the shack The shack was made of the tough bu h charcoal On the brown walls of the flattened, overlapping leaves of the sturdy fibered [15] guano there was a picture in color of the Sacred Heart of Jesus and another of the Virgin of Cobre These were relics of his wife Once there had been a tinted photograph of his wife on the wall but he had taken it down because it made him too lonely to see it and it was on the shelf in the corner under his clean shirt “What you have to eat?” the boy asked “A pot of yellow rice with fish Do you want some?” “No I will eat at home Do you want me to make the fire?” “No I will make it later on Or I may eat the rice cold.” “May I take the cast net?” “Of course.” There was no cast net and the boy remembered when they had sold it But they went through this fiction every day There was no pot of yellow rice and fish and the boy knew this too “Eighty-five is a lucky number,” the old man said “How would you like to see me bring one in that dressed out over a thousand pounds?” “I’ll get the cast net and go for sardines Will you sit in the sun in the doorway?” [16] “Yes I have yesterday’s paper and I will read the baseball.” The boy did not know whether yesterday’s paper was a fiction too But the old man brought it out from under the bed “Perico gave it to me the morning When I come back you can tell me about the baseball.” “The Yankees cannot lose.” “But I fear the Indians of Cleveland.” “Have faith in the Yankees my son Think of the great DiMaggio.” “I fear both the Tigers of Detroit and the Indians of Cleveland.” “Be careful or you will fear even the Reds of Cincinnati and the White Sax of Chicago.” “You study it and tell me when I come back.” “Do you think we should buy a terminal of the lottery with an eighty-five? Tomorrow is the eighty-fifth day.” “We can that,” the boy said “But what about the eighty-seven of your great record?” [17] “It could not happen twice Do you think you can find an eighty-five?” Ernest Hemingway The Old Man and the Sea “I can order one “One sheet That’s two dollars and a half Who can we borrow that from?” “That’s easy I can always borrow two dollars and a half.” “I think perhaps I can too But I try not to borrow First you borrow Then you beg.” “Keep warm old man,” the boy said “Remember we are in September.” “The month when the great fish come,” the old man said “Anyone can be a fisherman in May.” “I go now for the sardines,” the boy said When the boy came back the old man was asleep in the chair and the sun was down The boy took the old ar werful although very old, and the neck was still strong too and the creases did not show so much when the old man was asleep and his head fallen forward His shirt had been patched so many times that it was like the sail and the patches were faded to many different shades by the sun The [18] old man’s head was very old though and with his eyes closed there was no life in his face The newspaper lay across his knees and the weight of his arm held it there in the evening breeze He was barefooted The boy left him there and when he came back the old man was still asleep “Wake up old man,” the boy said and put his hand on one of the old man’s knees The old man opened his eyes and for a moment he was coming back from a long way away Then he smiled “What have you got?” he asked “Supper,” said the boy “We’re going to have supper.” “I’m not very hungry.” “Come on and eat You can’t fish and not eat.” “I have,” the old man said getting up and taking the newspaper and folding it Then he started to fold the blanket “Keep the blanket around you,” the boy said “You’ll not fish without eating while I’m alive.” “Then live a long time and take care of yourself,” the old man said “What are we eating?” “Black beans and rice, fried banana and spoons were in his pocket with a paper napkin wrapped around each set “Who gave this to you?” “Martin The owner.” “I must thank him.” “I thanked him already,” the boy said “You don’t need to thank him.” “I’ll give him the belly meat of a big fish,” the old man said “Has he done this for us more than once?” “I think so.” “I must give him something more than the belly meat then He is very thoughtful for us.” “He sent two beers.” “I like the beer in cans best.” “I know But this is in bottles, Hatuey beer, and I take back the bottles.” “That’s very kind of you,” the old man said “Should we eat?” “I’ve been asking you to,” the boy told him gently “I have not wished to open the container until you were ready.” [20] “I’m ready now,” the old man said “I only needed time to wash.” Where did you wash? the boy thought The village water supply was two streets down the road I must have water here for him, the boy thought, and soap and a good towel Why am I so Ernest Hemingway The Old Man and the Sea thoughtless? I must get him another shirt and a jacket for the winter and some sort of shoes and another blanket “Your stew is excellent,” the old man said “Tell me about the baseball,” the boy asked him “In the American League it is the Yankees Digital channel strategies hey have other men on the team.” “Naturally But he makes the difference In the other league, between Brooklyn and Philadelphia I must take Brooklyn But then I think of Dick Sisler and those great drives In the old park.” “There was nothing ever like them He hits the longest ball I have ever seen.” “Do you remember when he used to come to the Terrace?” [21] “I wanted to take him fishing but I was too timid to ask him Then I asked you to ask him and you were too timid.” “I know It was a great mistake He might have gone with us Then we would have that for all of our lives.” “I would like to take the great DiMaggio fishing,” the old man said “They say his father was a fisherman Maybe he was as poor as we are and would understand.” “The great Sisler’s father was never poor and he, the father, was playing in the Big Leagues when he was my age.” “When I was your age I was before the mast on a square rigged ship that ran to Africa and I have seen lions on the beaches in the evening.” “I know You told me.” “Should we talk about Africa or about baseball?” “Baseball I think,” the boy said “Tell me about the great John J McGraw.” He said Jota for J “He used to come to the Terrace sometimes too in the older days But he was rough and hars imes in his pocket and frequently spoke the names of horses on the telephone.” “He was a great manager,” the boy said “My father thinks he was the greatest.” “Because he came here the most times,” the old man said “If Durocher had continued to come here each year your father would think him the greatest manager.” “Who is the greatest manager, really, Luque or Mike Gonzalez?” “I think they are equal.” “And the best fisherman is you.” “No I know others better.” “Que Va,” the boy said “There are many good fishermen and some great ones But there is only you.” “Thank you You make me happy I hope no fish will come along so great that he will prove us wrong.” “There is no such fish if you are still strong as you say.” “I may not be as strong as I think,” the old man said “But I know many tricks and I have resolution.” “You ought to go to bed now so that you will be fresh in the morning I will take the things back to the Terrace.” [23] “Good night then I will wake you in the morning.” “You’re my alarm clock,” the boy said Ernest Hemingway The Old Man and the Sea “Age is my alarm clock,” the old man said “Why old men wake so early? Is it to have one longer day?” “I don’t know,” the boy said “All I know is that young boys sleep late an Digital channel strategies An important aspect of digital business strategies is that they create new ‘e‑channel strategies’ for organisations E‑channel strategies define specific goals and approaches for using electronic channels This is to prevent simply replicating existing processes through e‑channels, which will create efficiencies but will not exploit the full potential for making an organisation more effective through digital business We have used the generic ‘digital channels’ terms since as new digital platforms and technologies become available, companies should implement strategic initiatives to implement them where relevant These strategies may be ­buy-​­side, ­sell-​­side or internal infrastructure related Examples of digital channel strategies include: ” “I know.” “Sleep well old man.” The boy went out They had eaten with no light on the table and the old man took off his trousers and went to bed in the dark He rolled his trousers up to make a pillow, putting the newspaper inside them He rolled himself in the blanket and slept on the other old newspapers that covered the springs of the bed He was asleep in a short time and he dreamed of Africa when he was a boy and the long golden beaches and the white beaches, so white they hurt your eyes, and the high capes and the great brown mountains He lived along that coast now every night and in his dreams he heard the surf roar and saw the native boats [24] come riding through it He smelled the tar and oakum of the deck as he slept and he smelled the smell of Africa that the land breeze brought at morning Usually when he smelled the land breeze he woke up and dressed to go and wake the boy But tonight the smell of the land breeze came very early and he knew it was too early in his dream and went on dreaming to see the white peaks of the Islands rising from the sea and then he dreamed of the different harbours and roadsteads of the Canary Islands He no longer dreamed of storms, nor of women, nor of great occurrences, nor of ed like young cats in the dusk and he loved them as he loved the boy He never dreamed about the boy He simply woke, looked out the open door at the moon and unrolled his trousers and put them on He urinated outside the shack and then went up the road to wake the boy He was shivering with the morning cold But he knew he would shiver himself warm and that soon he would be rowing The door of the house where the boy lived was unlocked and he opened it and walked in quietly with his [25] bare feet The boy was asleep on a cot in the first room and the old man could see him clearly with the light that came in from the dying moon He took hold of one foot gently and held it until the boy woke and turned and looked at him The old man nodded and the boy took his trousers from the chair by the bed and, sitting on the bed, pulled them on The old man went out the door and the boy came after him He was sleepy and the old man put his arm across his shoulders and said, “I am sorry.” “Qua Va,” the boy said “It is what a man must do.” They walked down the road to the old man’s shack and all along the road, in the dark, barefoot men were moving, carrying the masts of their boats When they reached the old man’s shack the boy took Define how a company should set specific objectives and develop specific differential strategies for communicating with its customers and partners through electronic media ant coffee?” the boy asked “We’ll put the gear in the boat and then get some.” They had coffee from condensed milk cans at an early morning place that served fishermen “How did you sleep old man?” the boy asked He [26] was waking up now although it was still hard for him to leave his sleep “Very well, Manolin,” the old man said “I feel confident today.” “So I,” the boy said “Now I must get your sardines and mine and your fresh baits He brings our gear himself He never wants anyone to carry anything.” “We’re different,” the old man said “I let you carry things when you were five years old.” ● ● ● ● ● ● Overarching digital channel or multichannel strategy with specific channel strategies Mobile commerce strategy Social media strategy Social CRM strategy Supply chain or enterprise resource planning strategy E‑procurement strategy Corporate strategy Constraints and opportunities Objectives Digital business strategy Chapters and Buy-side e-commerce SCM strategy Chapter Marketing / CRM strategy Chapters and Sell-side e-commerce Information systems strategy All chapters SCM = supply chain management CRM = customer relationship management Figure 5.2 Relationship between digital business strategy and other strategies