Peter Dahlström’s research while affiliated with McKinsey and other places

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Publications (3)

Challenges and solutions for marketing in a digital era
  • Article

February 2014

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7,531 Reads

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822 Citations

European Management Journal

Peter S.H. Leeflang

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Peter Dahlström

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Tjark Freundt

Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities digital marketing presents, with little attention on the real challenges companies are facing going digital. In this study, we present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe. The results reveal that filling “talent gaps”, adjusting the “organizational design”, and implementing “actionable metrics” are the biggest improvement opportunities for companies across sectors.

Citations (2)

... Digital capabilities and their adoption among micro business owners are also determined by the 'push' from the consumers. As the McKinsey article by Peter Dahlstrom David Edelman [7] identified, consumer demand influences digital capabilities in different dimensions, as consumers want to interact from any location (for e.g. a daughter working from another state selecting the appropriate groceries for her parents from their local shop), doing different things which find value for them (the daughter selecting products based on nutrition needs through the smart watch tracker of her father), customisation of products or service used (ensuring the product fits the requirements of her parents in a dynamic basis from data obtained) and simpler interactions (least time and efficiency for her to navigate from selection to delivery of the product). This means the erstwhile kirana owner, who used to know the preferences of each customer attending their shop, will now need to digitally design their service delivery to ensure consistent interactions in a less physically transactional world. ...

Reference:

Roadmap for digital technology to foster India’s MSME ecosystem—opportunities and challenges
The coming era of 'on-demand' marketing
  • Citing Article

  • January 2013

P. Dahlström

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D. Edelman

... Industri teknologi telah menyaksikan transformasi yang mendalam dalam beberapa dekade terakhir, didorong oleh kemajuan pesat dalam teknologi digital, meluasnya penggunaan internet, dan meningkatnya konektivitas global. Transformasi ini memiliki dampak yang luas terhadap strategi pemasaran, ketika perusahaan di sektor teknologi menavigasi kompleksitas beroperasi di pasar yang terglobalisasi (Zainal et al., 2022;Шпак et al., 2020;Stonehouse & Konina, 2020;Shaheer, 2020;Sheth, 2020;Shajrawi & Khan, 2020;Samiee, 2020;Haro et al., 2020;Bakshi, 2019;Soegoto & Utomo, 2019;Katsikeas et al., 2019;Gurjar et al., 2019;Gupta, 2018;Ogbuji & Obot, 2018;Leeflang et al., 2014;Shankar, 2010;Spillan, 2010;Sengupta et al., 2006;Rao, 2001;Javalgi & Ramsey, 2001). ...

Reference:

Pemasaran Global Dalam Perspektif Teknologi
Challenges and solutions for marketing in a digital era
  • Citing Article

  • February 2014

European Management Journal

Peter S.H. Leeflang

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Peter Dahlström

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Tjark Freundt