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Table of Contents Previous Next Previous Next Download Download Register Register Subscribe Subscribe Previous Next Previous Next April 1, 2014 9 In Search Of Digital Advantage D igital disruption is the term du jour, but I have two big problems with it. One, it evokes an image of a sudden event, like a rival bursting onto the scene and threatening your company's marketing standing, when the real threat is the slow but relentless digital drive of rivals that at some point leaves legacy players at an impossible disadvantage. Two, it suggests that "digital" is some singular weapon, or a singular channel like e-com- merce. Instead, digital business, particularly for established companies, describes the more systematic process of choosing where and how to apply new digital technologies and busi- By Chris Murphy @Murph_CJ Our data shows companies using new digital strategies in two essential ways.

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