You are here

What brands need to survive in a digital world

Tuesday, May 31, 2016 - 05:50
BT_20160531_SMEBRAND31_2308539.jpg
HMV may have a long way to go if it wants to stay competitive in the era of digital disruption, but its recovery illustrates that digital adaptation is about much more than just technology.

IN EARLY 2013, HMV - best-known as a bricks-and-mortar purveyor of CDs and DVDs - appeared to be a clear-cut victim of digital disruption. Debts totalling £347 million had driven the company to the edge of the abyss, endangering more than 4,000 British jobs. As one researcher noted at the time