ABSTRACT
Chapter 2 introduces a fictional business, Broad Learning Solutions (BLS), to serve as a case study illustrating the various dynamics of digital integration and transformation within the organization. It features a group of characters (executives, managers, and staff) who reflect the prevailing archetypes of the digital culture: the digital native, the digital immigrant, the digital foreigner, and the digital integrator. The first archetype, digital natives, have an intuitive understanding of digital but need to learn how to think strategically using new technologies and data. The second archetype, digital immigrants, recognize the value of digital but need to learn the strategies, tactics, and tools for its successful implementation. The third archetype, digital foreigners, are used to a business environment characterized by traditional and hierarchical value structures. They need to experience the value of digital technology and digital marketing strategy first-hand before they can adopt a digital mindset. The fourth archetype, digital integrators, are living embodiments of the digital culture. They help digital natives, immigrants, and foreigners to develop a digital mindset and implement cutting-edge digital strategies. Guided by digital integrators, the four archetypes will work together to create the Digitally Integrated Organization (DIO), which combines emerging technologies and digital marketing strategy with core values and purpose to generate sustainable impact for all stakeholders: its employees, partners, shareholders, customers, and the greater community.
