Sunil gupta harvard business

Sunil gupta: books

Sunil Gupta is the Edward W. He served as the head of the Marketing Unit from and was the Chair of the General Management Program from Sunil's current research is in the area of digital technology and its impact on consumer behavior and firm strategy. The primarily goal of his research is to understand how digital technology is disrupting existing industries and how incumbents should transform their businesses in this new environment.

His book, Managing Customers as Investments , captures some of the findings from his research on customer management, and it was selected as the winner of the annual Berry-AMA book prize for the best book in marketing. Sunil has published three books and over articles, book chapters, cases and notes on these topics. His research has been well recognized and his articles have won several national and international awards.

Sunil is an advisor to several startup firms and serves on the board of US Foods. Disruption and transformation get a lot of hype, and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency, encouraging business units to do digital experiments, or launching independent units to spur innovation have met with limited success.

These players have to strengthen their core and build for the future at the same time. It is like changing the engine of a plane while it is flying. Based on almost ten years of research, this book provides a framework for companies to reimagine their business. Using rich case studies and rigorous research, it shows how the rules of business have changed and why it is no longer enough for firms to be better or cheaper to gain competitive advantage.

These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era — their strategy, value chain, customer engagement, and organization structure.