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Conclusion: There are two broad groups of digital strategies – bold and defensive. Companies that choose bolder strategies tend to be more successful. However, there are good reasons why certain enterprises should consider choosing more conservative defensive digital strategies as there are still benefits to be gained from this approach. Strategy selection depends on a variety of factors, including industry forces and other factors which make each enterprise unique. It is important not to be half-hearted about digital ambition – defensive strategies are not sufficient in the long run. Strong and committed leadership at the top and throughout the organisation is still crucial to the successful implementation of digital initiatives.

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