HEC Paris, one of the world’s top three providers of Executive Education programmes, held an event to give female business leaders a better understanding of how they can embrace the digital transformation to enhance customer relationships and grow their business.
Some 40 female executives and corporate leaders participated in the women-only event, entitled ‘Harnessing the Power of Digital Transformation’, at Tornado Tower, Doha.
Renowned HEC Paris Associate Professor of Marketing Kristine de Valck told participants how having a presence online was no longer enough in the changing digital world. De Valck, an Associate Professor at HEC Paris since 2004, has been at the forefront of digital transformation since 1999 when she embarked on a PhD about knowledge and friendship networks in virtual communities of consumption.
De Valck discussed how digital developments together with mobile technology and social media, are causing fundamental changes in the way we do business. She stressed that with digital now playing a bigger role in business, firms must re-evaluate customer relationships and their internal processes in order to remain competitive and relevant. De Valck outlined that in today’s changing world digital is about much more than having a presence online or straight forward e-commerce.
The session also addressed techniques companies can use to leverage their digital presence to reach out to customers.
“The digital transformation has changed the way in which we consume news, TV shows and the way we interact with our preferred brands,” said De Valck, whose research and teaching over the past 15 years has focused on how the internet in general, and social media in particular, have changed consumer behaviour and the marketplace.
