THE TATE’S DIGITAL TRANSFORMATION Harvard Case Solution & Analysis


Problem Diagnosis

Tate Modern is the most visited gallery of Tate, and John Stack has been the one who has guided the digital strategy at Tate. John Stack is the visionary Head of Digital Transformation at Tate. Stack was also the architect for the fifth gallery of Tate which was its first true online presence. The team collaboration and the skills of Stack had made it possible for Tate to grow its fifth gallery into a virtual place which was filled with the engaging and immersive activities, contents, communities and experiences.

However, Stack was now considering working on a new digital strategy, which would include digital as a dimension of everything that Tate did, both virtually and physically. Nonetheless, there were a number of important questions facing John as he focused on this strategy. He needs to determine the marketing strategy, organizational structure, service and product design and the measurement of return on investment.

THE TATE’S DIGITAL TRANSFORMATION Harvard Case Solution & Analysis

There were also important decisions to be made about which target audience to target with the digital transformation and whether this was the right time for Tate to go global or the management should focus on enhancing the physical experiences happening within the galleries and their physical spaces. These all were some important questions we would be exploring in this case analysis and making recommendations to John.

Case Analysis

The environment in which Tate is operating has changed significantly and substantially from the environment during the time period of 2010-2012 Tate’s Online Strategy had been developed. The previous strategy of the company had responded to the wider needs of the digital world and overall Tate’s website, the new strategy would emphasize on the utilization of the digital media platform more widely and embed the digital skills across the entire Tate organization.

The next phase for Tate is highly important and critical as it will significantly involve each of the department of Tate and it would also be strongly associated with a cultural shift. The achievement for this transformation is possible with a shift in the organizational structure, marketing strategy, organizational wide engagement, target market identification, measurement of ROI and global reach. Each of these have been analyzed individually and recommendations for each have been made.

Organizational Structure & Governance

John needs to transform the current organizational structure to support the new digital strategy which would act as a dimension for everything which Tate does. All the digital departments would need to be collaborated by bringing the e-commerce, technical and the content teams closer to one another. A new product team should be set up by the organization which should establish an agile and transparent content development process. The resources of the company should be developed to support research and development and collaboration with the external partners should also be promoted. A uniform culture needs to be created where decisions should be made collectively.

The digital production capacity for Tate is also limited and there is s strong need to align the digital activity with strategic ambitions of Tate, therefore, a new governance structure needs to be in place at Tate. All the digital activity which takes place at Tate should be driven by content quality, and strategic objectives. The digital activity should be made both top down and bottom up as this will identify that the digital expertise exists at all levels of the organizational structure and within its each department. Overall, the complete organizational structure and governance objectives should be outlined in a digital road map which should be shared widely across the entire organization so that the new structure is widely agreed.

Marketing Strategy

In order to pursue a new marketing strategy, first of all it is important for Stack to refresh Tate’s website. The website should be developed into a virtually striking design and it should be fully responsive on all the mobile devices and intuitive to use. The website needs to be highly user friendly and content focused so that the wider audience can discover the collections and all other offerings of Tate. The site could be continuously developed, tested and then improved through the use of flexibility page templates and Tate’s API.

Since the company has selected digital as a dimension for everything and its audience would include the global audience therefore, the best content and marketing strategy would be to develop a new ‘audience first’ strategy which will allow the company to build quality content especially for the non specialist audiences. This will include the changing of the type of the content provided, understanding the impact of the content, increasing community engagement and provision of the multi-lingual content. Furthermore, the marketing strategy should also emphasize on social media marketing and the social media footprint should be increased to reach out to the global audience.................

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