Digital entrepreneurship

A longitudinal case study in a traditional firm

Martin Hannibal*, Erik S. Rasmussen

*Kontaktforfatter for dette arbejde

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingBidrag til bog/antologiForskningpeer review

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.

OriginalsprogEngelsk
TitelEntrepreneurship, Collaboration, and Innovation in the Modern Business Era
RedaktørerMehdi Khosrow-Pour
Antal sider21
ForlagIGI global
Publikationsdato6. apr. 2018
Sider1-21
Kapitel1
ISBN (Trykt)1522550143, 9781522550143
ISBN (Elektronisk)9781522550150
DOI
StatusUdgivet - 6. apr. 2018

Fingeraftryk

Longitudinal case study
Business model
Entrepreneurship
Marketing
Mobile commerce
Marketing channels
Retailers
Distributor
Communication
Disaster
Top management
End users
New business

Citer dette

Hannibal, M., & Rasmussen, E. S. (2018). Digital entrepreneurship: A longitudinal case study in a traditional firm. I M. Khosrow-Pour (red.), Entrepreneurship, Collaboration, and Innovation in the Modern Business Era (s. 1-21). IGI global. https://doi.org/10.4018/978-1-5225-5014-3.ch001
Hannibal, Martin ; Rasmussen, Erik S. / Digital entrepreneurship : A longitudinal case study in a traditional firm. Entrepreneurship, Collaboration, and Innovation in the Modern Business Era. red. / Mehdi Khosrow-Pour. IGI global, 2018. s. 1-21
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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-proceedingBidrag til bog/antologiForskningpeer review

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Hannibal M, Rasmussen ES. Digital entrepreneurship: A longitudinal case study in a traditional firm. I Khosrow-Pour M, red., Entrepreneurship, Collaboration, and Innovation in the Modern Business Era. IGI global. 2018. s. 1-21 https://doi.org/10.4018/978-1-5225-5014-3.ch001