18 The European Business Review July - August 2019
responsibility to gain consent and be honest
about how they gather,analyse and useindi-
viduals’data.^13
Once datais acquiredto facilitate personal-
isation, organisations and institutions need to
beabletoprotectit.Recentdatabreaches,such
as that of British Airways^14 , Swisscom^15 and
SingHealth^16 , clearlydemonstratethatprotecting
sensitivedatais anon-goingstruggle,evenfor
largeresourcefulorganisations.Conclusion
TRIPis a distinctivestrategisingframeworkthat
is designedto assistorganisationsoperating in
digitalspheresto enhancefuturecompetitiveness.
Theversatilityof thisframeworkis theeaseof
useformanagersandstrategists,being able to
measureandascertainthecurrentperformance
of eachTRIPdimensionandidentifyhowto
shape, align and drive future organisational
action. These actions can include, but
are not limited to, competence building,
initiation of collaboration with internal
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VSHFLÀF LQYHVWPHQW QHHGV DQG RSSRUWXQLWLHV
Used effectively, the TRIP framework can
help organisations enhance their relevance,
adaptabilityandidentifynewwhitespaces to
reachandoccupyindigitalspheres.
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‘ICE’. World Economic Forum. Online: https: / / http://www.weforum.org
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€1.49 billion for abusive practices in online advertising. Online: http://
europa.eu/rapid/press-release_IP-19-1770_en.htm - Duus, R. and Cooray, M. (2015). The importance of open data.
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Used effectively, the TRIP framework can help organisations
enhance their relevance, adaptability and identify new
white spaces to reach and occupy in digital spheres.
- Cooray, M. and Duus, R. (2019). Revolt on the horizon” How young
people really feel about digital technology. The Conversation. Online:
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people - really - feel - about - digital - technology - 117209 - United Nations (2018) Department of Economic and Social Affairs.
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https://www.ft.com/content/30e9c240-5b56-11e9-9dde-7aedca0a081a - Vizard, S. and Hammett, E. (2019). Asos ’upweights’ digital spend as
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AbouttheAuthors
Dr Mike Cooray is a Professor of
Practice at Ashridge Executive
Education at Hult International
Business School. Mike is an
Academic Director and contributes
to several Executive and Masters programmes in
London, Dubai and Shanghai. He designs and
delivers programmes in digital strategy, customer
behaviour and business transformation. He has
previously worked with Carlsberg, Mercedes-
BenzandSiemens.
Dr Rikke Duus is senior faculty at
University College London, School
of Management, and visiting
faculty at ETH Zurich. Rikke’s area
of expertise is in digital transforma-
tion, dynamic organisations and human-tech
relationships. She frequently presents at interna-
tional conferences and events and is widely
s.Competing in Digital Spheres