{"product_id":"digital-makeover-isbn-9781119706106","title":"Digital Makeover","description":"\u003cp\u003e\u003cb\u003eGet 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 \u003c\/b\u003e \u003c\/p\u003e \u003cp\u003e\u003ci\u003eDigital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDigital Makeover\u003c\/i\u003e comprehensively describes L’Oréal’s strategy, including: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eMaintaining market leadership in the face of disruption \u003c\/li\u003e \u003cli\u003eBelieving in the transformative power of the organization, its legacy and its people \u003c\/li\u003e \u003cli\u003eA social-centric approach to beauty tech, ecommerce and digital services \u003c\/li\u003e \u003cli\u003eThe company’s successful play for market dominance in China \u003c\/li\u003e \u003cli\u003eCase studies that showcase best practices for digital transformation across sectors \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eDigital Makeover\u003c\/i\u003e 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. \u003c\/p\u003e \u003cp\u003eForeword: Permanent Reinvention in the Genes ix\u003c\/p\u003e \u003cp\u003eIntroduction: Building a Beauty Powerhouse xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Four Foundational Pillars\u003c\/b\u003e\u003cb\u003e 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Orchestrate Creativity \u003c\/b\u003e\u003cb\u003e3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of an Evangelist 4\u003c\/p\u003e \u003cp\u003eTime to Improvise 6\u003c\/p\u003e \u003cp\u003eFrom Creative Chaos to Orchestrated Rigor 13\u003c\/p\u003e \u003cp\u003eEnabling Resonance 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Cultivate Healthy Doubt\u003c\/b\u003e\u003cb\u003e 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProductive Anxiety 22\u003c\/p\u003e \u003cp\u003eChallenging the Status Quo 23\u003c\/p\u003e \u003cp\u003ePermanent Questioning 24\u003c\/p\u003e \u003cp\u003eThe Dual Innovation Channel 25\u003c\/p\u003e \u003cp\u003eBalancing Passion with Science 26\u003c\/p\u003e \u003cp\u003eTensions and Achievements 27\u003c\/p\u003e \u003cp\u003eMarket Leader and Challenger 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Learn and Innovate with Rigor\u003c\/b\u003e\u003cb\u003e 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInnovators Are Most Valuable Players 39\u003c\/p\u003e \u003cp\u003eDo, Undo, and Redo 42\u003c\/p\u003e \u003cp\u003eIncubators as Promoters of Change 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Listen with Curiosity\u003c\/b\u003e\u003cb\u003e 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePoliteness of the Heart 54\u003c\/p\u003e \u003cp\u003eSeizing What’s Emerging 59\u003c\/p\u003e \u003cp\u003eL’Oréalization 60\u003c\/p\u003e \u003cp\u003eFull Color Palette 61\u003c\/p\u003e \u003cp\u003eBan the Boring 64\u003c\/p\u003e \u003cp\u003eAn Open Innovation Ecosystem 65\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II A Human-Centered Transformation\u003c\/b\u003e\u003cb\u003e 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Centering Customers\u003c\/b\u003e\u003cb\u003e 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Focus Shift 75\u003c\/p\u003e \u003cp\u003ePrecision Marketing 80\u003c\/p\u003e \u003cp\u003eSeamless Customer Journeys 81\u003c\/p\u003e \u003cp\u003eThe Strategic Use of Data 84\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Becoming Social\u003c\/b\u003e\u003cb\u003e 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Centricity 92\u003c\/p\u003e \u003cp\u003eFriends Find Solutions 94\u003c\/p\u003e \u003cp\u003eFriends Give Advice 95\u003c\/p\u003e \u003cp\u003eFriends Take You Places 96\u003c\/p\u003e \u003cp\u003eFriends Share Their Looks 97\u003c\/p\u003e \u003cp\u003eFriends Shop with You 98\u003c\/p\u003e \u003cp\u003eFriends Stick Together 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Transforming Relationships with Partners\u003c\/b\u003e\u003cb\u003e 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom a Chain to an Ecosystem 106\u003c\/p\u003e \u003cp\u003eEcosystems’ Key Attributes 108\u003c\/p\u003e \u003cp\u003eEcosystems Perform in Times of Crisis 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Putting People First\u003c\/b\u003e\u003cb\u003e 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTeams Are the New Heroes 122\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction Is the New Product Performance 124\u003c\/p\u003e \u003cp\u003eEat What You Cook Is the New Leave Before It Burns 125\u003c\/p\u003e \u003cp\u003eFrame and Trust Is the New Control 128\u003c\/p\u003e \u003cp\u003eProblem-Solving Together Is the New Meeting Behavior 130\u003c\/p\u003e \u003cp\u003eEmpowerment Is the New Management 132\u003c\/p\u003e \u003cp\u003eTest and Learn Is the New Perfection 133\u003c\/p\u003e \u003cp\u003eCooperation Is the New Confrontation 135\u003c\/p\u003e \u003cp\u003eConclusion 139\u003c\/p\u003e \u003cp\u003eAcknowledgments 143\u003c\/p\u003e \u003cp\u003eAbout the Authors 147\u003c\/p\u003e \u003cp\u003eAppendix 1: L’Oréal’s History: A Timeline of Significant Dates 151\u003c\/p\u003e \u003cp\u003eAppendix 2: Timeline of L’Oréal’s Acquisitions and Strategies 153\u003c\/p\u003e \u003cp\u003eAppendix 3: A Selection of L’Oréal Brands by Category 2020 159\u003c\/p\u003e \u003cp\u003eAppendix 4: Global Beauty Industry Data 161\u003c\/p\u003e \u003cp\u003eNotes 167\u003c\/p\u003e \u003cp\u003eReferences 175\u003c\/p\u003e \u003cp\u003eIndex 183 \u003c\/p\u003e \u003cp\u003e\u003cb\u003eBÉATRICE COLLIN\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e MARIE TAILLARD\u003c\/b\u003e 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.  \u003c\/p\u003e\u003cp\u003eDigital 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDigital Makeover\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eTold 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. \u003c\/p\u003e\u003cp\u003ePerfect for executives, business strategists, and marketing and brand professionals, \u003ci\u003eDigital Makeover\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eLEARN HOW \u003cb\u003eL’ORÉAL\u003c\/b\u003e ACHIEVED \u003cb\u003eDIGITAL DOMINANCE\u003c\/b\u003e WHERE SO MANY OTHERS FAILED\u003c\/p\u003e \u003cp\u003eThe push for digital transformation is one that remains fraught with unpredictability and risk. Only a quarter of corporate digital transformations in the last five years have resulted in lasting performance improvement. But L’Oréal succeeded where so many others had been disappointed, by relying heavily on finding a natural place for people—their customers, employees, and partners—at the very heart of their digital enterprise. \u003c\/p\u003e\u003cp\u003eOrganized around illuminating case studies, \u003ci\u003eDigital Makeover\u003c\/i\u003e tells the fascinating story of a beauty company that embraced all manners of digital channels and tools, including e-commerce, virtual reality, artificial intelligence, influencer marketing, and programmatic advertising, without allowing its transformative digital disruption to interfere with its market dominance. The book also discusses how L’Oréal achieved its uncontested leadership in the most digitally innovative market of them all, China. \u003c\/p\u003e\u003cp\u003eThe distinguished authors discuss how L’Oréal maintained its market leadership in the face of digital disruption and leveraged their organizational and cultural assets to help find a place for digital technology in every part of their organization. \u003c\/p\u003e\u003cp\u003eIdeal for executives, strategists, marketing and brand professionals, and other businesspeople hoping to understand the digital mindset, \u003ci\u003eDigital Makeover\u003c\/i\u003e is also an invaluable resource for academics, researchers, business historians, and management students seeking insights into digital transformation in any industry.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989066891493,"sku":"NP9781119706106","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119706106.jpg?v=1761782657","url":"https:\/\/k12savings.com\/es\/products\/digital-makeover-isbn-9781119706106","provider":"K12savings","version":"1.0","type":"link"}