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The Content Trap: A Strategist's Guide to Digital Change Paperback – 7 Nov 2016
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“The Content Trap is a remarkable book that rethinks digital strategy and content. It is relevant for entrepreneurs and executives alike, with important lessons for India as we reimagine our digital footprint for the 21st century. The idea of shifting focus from making content to fostering connections is one of the most simple and profound ideas I have come across for guiding businesses and policymakers in digital worlds. “India Inc.” can derive much inspiration from these case studies, as it looks to penetrate our fast-growing and dynamic markets in the near future. This book will challenge your thinking.”- Amit Chandra, Managing Director, Bain Capital
“Finally, a business book highlighting the possibilities of success for businesses in a connected world. The Content Trap is a well-crafted guide full of gripping case studies and formidable analyses. Bharat Anand offers fresh and provocative insights in a simple and inviting manner that audiences from all sectors will truly relate to. I thoroughly enjoyed this book and highly recommend it.“- Sajjan Jindal, Chairman and Managing Director, JSW Group
“Bharat Anand has written an instant business classic. The Content Trap is a seminal guide to competing in the digital world and is studded with practical insights. Anand uses absorbing case studies to highlight how strategies work in the real world. A must-read for anyone interested in digital change!”- Jayant Sinha, Minister of State for Civil Aviation
About the Author
Bharat Anand is the Henry R. Byers Professor of Business Administration at Harvard Business School. He graduated magna cum laude with a B.A. in economics from Harvard University and received his Ph.D. in economics from Princeton University.
Professor Anand is an expert in digital and corporate strategy. He has studied how new technologies affect what we watch, read and hear and how companies navigate digital change. He has written more than fifty articles and case studies, received awards for his research and case-writing and chaired various executive education programs. He is a two-time winner of the “best teacher award” at Harvard Business School.
Anand has advised leading organizations and entrepreneurs around the world. Recently, he helped create Harvard Business School’s digital learning initiative, HBX, which he now oversees as faculty chair.
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From the book
"Network effects connect users by directly linking their purchase decisions: the value to one user from a product depends on the number of other users who've purchased it. But user connections can arise even when that's not the case. Consider pricing strategies: The decision to tailor product prices to the preferences of a certain group often affects the purchase decisions of other users. Those connections have nothing to do with network effects, but they are just as important to recognize and manage."
Anand, Bharat. The Content Trap: A Strategist's Guide to Digital Change (Kindle Locations 1117-1121). Random House Publishing Group. Kindle Edition.
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