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商品編號： 9-624-095 出版日期： 2024/05/16 作者姓名： Bojinov, Iavor;McFowland, Edward , III;Candelon, François;Jonsson, Nikolina;Moloney, Emer 商品類別： Operations management 商品規格： 24p 再版日期： 地域： France;Europe 產業： Food and beverage sector 個案年度： -
商品敘述：
This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part of the transformation, the company launched four key digital programs (KDPs) aimed at using data and artificial intelligence to automate processes and drive data-driven decision-making. The case primarily focused on two of these: D-STAR, a sales recommendation system, and Matrix, a tool that optimized the allocation of advertising spend across brands. The company''s future direction with the KDPs depended on addressing resistance, providing effective training and support, aligning with strategic goals, and overcoming logistical and data-related hurdles. The company needed to find a way to expand the KDPs further into new markets while reinforcing adoption where the KDPs had already been launched, and the decisions made would shape the path forward.
涵蓋領域：
Operations and supply chain management;Sales;Marketing;Talent management;Global strategy;AI and machine learning;Analytics and data science;Digital transformation;Advertising;Organizational culture;Product development
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