Resumé
Through a longitudinal case study, this chapter explores the repercussions from introducing a mobile commerce platform as just another instrument in the marketing toolbox in a traditional sales-oriented firm. Findings suggest that the implementation of the m-platform in addition to its intended purpose-establish a marketing channel to key customers-spawns a digital business model that allows the company to change its relations to distributors, retailers, and customers enabling access to direct communication with end-users. However, the emerging new business model has the potential to change the organization essentially. The authors argue that although the emerging digital business model was indeed a success seen from a sales-, marketing-, innovative-, and relational perspective, it was perceived as a disaster from an organizational perspective. Consequently, top management abandoned the new digital platform. The chapter highlights the importance of not underestimating resistance in an organization when implementing a new marketing instrument such as m-commerce platforms.
| Originalsprog | Engelsk |
|---|---|
| Titel | Entrepreneurship, Collaboration, and Innovation in the Modern Business Era |
| Redaktører | Mehdi Khosrow-Pour |
| Antal sider | 21 |
| Forlag | IGI global |
| Publikationsdato | 6. apr. 2018 |
| Sider | 1-21 |
| Kapitel | 1 |
| ISBN (Trykt) | 1522550143, 9781522550143 |
| ISBN (Elektronisk) | 9781522550150 |
| DOI | |
| Status | Udgivet - 6. apr. 2018 |
Fingeraftryk
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Digital entrepreneurship : A longitudinal case study in a traditional firm. / Hannibal, Martin; Rasmussen, Erik S.
Entrepreneurship, Collaboration, and Innovation in the Modern Business Era. red. / Mehdi Khosrow-Pour. IGI global, 2018. s. 1-21.Publikation: Bidrag til bog/antologi/rapport/konference-proceeding › Bidrag til bog/antologi › Forskning › peer review
TY - CHAP
T1 - Digital entrepreneurship
T2 - A longitudinal case study in a traditional firm
AU - Hannibal, Martin
AU - Rasmussen, Erik S.
PY - 2018/4/6
Y1 - 2018/4/6
N2 - Through a longitudinal case study, this chapter explores the repercussions from introducing a mobile commerce platform as just another instrument in the marketing toolbox in a traditional sales-oriented firm. Findings suggest that the implementation of the m-platform in addition to its intended purpose-establish a marketing channel to key customers-spawns a digital business model that allows the company to change its relations to distributors, retailers, and customers enabling access to direct communication with end-users. However, the emerging new business model has the potential to change the organization essentially. The authors argue that although the emerging digital business model was indeed a success seen from a sales-, marketing-, innovative-, and relational perspective, it was perceived as a disaster from an organizational perspective. Consequently, top management abandoned the new digital platform. The chapter highlights the importance of not underestimating resistance in an organization when implementing a new marketing instrument such as m-commerce platforms.
AB - Through a longitudinal case study, this chapter explores the repercussions from introducing a mobile commerce platform as just another instrument in the marketing toolbox in a traditional sales-oriented firm. Findings suggest that the implementation of the m-platform in addition to its intended purpose-establish a marketing channel to key customers-spawns a digital business model that allows the company to change its relations to distributors, retailers, and customers enabling access to direct communication with end-users. However, the emerging new business model has the potential to change the organization essentially. The authors argue that although the emerging digital business model was indeed a success seen from a sales-, marketing-, innovative-, and relational perspective, it was perceived as a disaster from an organizational perspective. Consequently, top management abandoned the new digital platform. The chapter highlights the importance of not underestimating resistance in an organization when implementing a new marketing instrument such as m-commerce platforms.
U2 - 10.4018/978-1-5225-5014-3.ch001
DO - 10.4018/978-1-5225-5014-3.ch001
M3 - Book chapter
SN - 1522550143
SN - 9781522550143
SP - 1
EP - 21
BT - Entrepreneurship, Collaboration, and Innovation in the Modern Business Era
A2 - Khosrow-Pour, Mehdi
PB - IGI global
ER -