Digital Stractics

How Strategy Met Tactics and Killed the Strategic Plan

  • Chris Outram

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Chris Outram
    Pages 1-6
  3. Chris Outram
    Pages 40-48
  4. Chris Outram
    Pages 123-127
  5. Back Matter
    Pages 128-160

About this book


In the world of digital business, the line between strategy and tactics is blurring. Traditionally large companies would adopt strategic frameworks which planned over three- to five-year timescales, while most digital start-ups had little interest in comprehensive and rigorous strategic processes and simply set themselves vision and worked out how to get there along the way.

In today's digital economy even large companies are finding that their planning horizons are being measured in months rather than years or quarters (if not yet in the weeks or even days of startups). On the other hand, investors are less swayed by the excitement of 'digital' and expect harder and more rigorous medium term planning from start-ups.

As a result, while the empirical process of learning by doing is becoming part of traditional companies' strategy processes, digital pure plays are no longer just making it up as they go along, but actively learning and changing as they go along. In short: on the battlefield of online commerce, strategy blends with tactics.

Indeed, the distinction between pure play and hybrid is increasingly redundant as more holistic business models begin to emerge. Digital Stractics captures the experience and insights of some 60 entrepreneurs, CEOs and chairmen of both pure plays and hybrids to formulate frameworks within which both pure plays and hybrids can shape their strategy and business models.

As timescales between 'plan' and 'do' collapse strategy and tactics have to blend. The world of STRACTICS is upon us.


business marketing strategy start-ups hybrid business models e-commerce

Authors and affiliations

  • Chris Outram
    • 1
  1. 1.OC&CUK

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Business and Management
  • Print ISBN 978-1-349-55869-8
  • Online ISBN 978-1-137-57483-1
  • Buy this book on publisher's site