Ref: IMD-7-1889

Case study

Reference: IMD-7-1889

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GroupM India: The human dimension of digital transformation (B)

Anand Narasimhan

By Professor Anand NarasimhanAnand Narasimhan and Ivy Buche

Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A – product, profile, partnerships and people – the company identified customer focus and nimbleness as two “quests” to prioritize. GroupM focused on building comprehensive media solutions, targeting new-economy customers (such as e-commerce and digital companies), forging new partnerships with creative and ad tech players and, most importantly, leveraging its people. By end-2016, GroupM had not only retained its position as the largest player in the Indian advertising industry but had also widened its lead over competitors.

Learning Objective

  • Understand that successful companies need to be proactive to recognize the imperative for digital transformation.
  • Identify, prioritize and launch the precise “quest” to remain relevant in a digitizing world.
  • Realize that people and culture – not technology – are core to executing a successful digital transformation.
  • Build the leadership capabilities, technical skills and organizational structures to support a transformation process.
  • Recognize the organizational barriers to be overcome.
Keywords Advertising, Committee, Cultural Change, Digital Transformation, Disruption, Executive (Person), Implementation, Innovation, Leadership, Media, Partnership, Planning, Talent Development, Training, Young People
Settings Asia, India
GroupM, Advertising and Public Relations
2013 - 2016
Type Field Research
Copyright ©IMD 2017
Language English
Related material Teaching note, Video
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Reference: IMD-7-1889

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Reference: IMD-7-1889

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