Digital Makeover - by Collin & Marie Taillard (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>"Get an insider's perspective into how this 110-year-old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse. Digital Makeover: How L'Orâeal Put People First to Build a Beauty Tech Powerhouse examines L'Orâeal's successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L'Orâeal turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners. Digital Makeover comprehensively describes L'Orâeal's strategy, including: Maintaining market leadership in the face of disruption; Believing in the transformative power of the organization, its legacy, and its people; The company's successful play for market dominance in China; Case studies that showcase best practices for digital transformation across sectors. Digital Makeover is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry, and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership, and digital strategies."--<p/><br></br><p><b> Book Synopsis </b></p></br></br><p><b>Get an insider's perspective into how this 110-year old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse </b> </p> <p><i>Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse</i> examines L'Oréal's successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L'Oréal turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners.</p> <p><i>Digital Makeover</i> comprehensively describes L'Oréal's strategy, including: </p> <ul> <li>Maintaining market leadership in the face of disruption </li> <li>Believing in the transformative power of the organization, its legacy and its people </li> <li>A social-centric approach to beauty tech, ecommerce and digital services </li> <li>The company's successful play for market dominance in China </li> <li>Case studies that showcase best practices for digital transformation across sectors </li> </ul> <p><i>Digital Makeover</i> is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership, and digital strategies. </p><p/><br></br><p><b> From the Back Cover </b></p></br></br><p>Digital transformation and innovation are processes that stymie, and ultimately defeat, many companies across a wide range of industries. But unlike those firms, L'Oréal succeeded where others had failed, and managed to transform its operations from head to toe into a digital powerhouse. Now, with annual sales of $30 billion and a presence in 150 markets around the world, L'Oréal is technologically poised to maintain and expand its hold on the beauty industry.</p> <p><i>Digital Makeover</i> tells the story of a digital transformation that put people at the center of the company's strategy, trusting human, social, and cultural resources to define a natural role for digital tech at the core of L'Oréal. The accomplished experts and authors tell a variety of success stories, ranging from a new approach to the beauty market, to the development of virtual reality apps, an embrace of e-commerce and programmatic media buying, and a push into the most digitally innovative market, China. <p>Told as a series of exciting and memorable anecdotes, the book delivers an in-depth and highly relatable best practice story that incorporates a critical and realistic perspective with useful end-of-chapter "transformation tips." The authors examine how L'Oréal maintained its market leadership in the face of digital disruption, took a social-centric approach to beauty tech, e-commerce, and digital services, and leveraged its human and legacy resources to drive its push for digital dominance. <p>Perfect for executives, business strategists, and marketing and brand professionals, <i>Digital Makeover</i> will also earn a place in the libraries of businesspeople seeking to understand the complexities of the digital mindset and needing a comprehensive analysis of what is required to embed the digital approach in all facets of an organization. Academics, researchers, business historians, and business and management students will also find the book invaluable.<p/><br></br><p><b> About the Author </b></p></br></br><p><b>BÉATRICE COLLIN</b> is Professor of Strategy and International Management at ESCP Business School. Her research focuses on digital innovation and transformation, and she is recognized as a leading global expert on L'Oréal.</p> <p><b> MARIE TAILLARD</b> is Professor of Marketing at ESCP Business School. She has over thirty years of experience supporting small and large companies worldwide and teaches across continents in graduate and executive learning programs. Her research focuses on digital transformation and customer centricity.
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