Resumé
Through a longitudinal case study this paper 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 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 entirely. This paper argues that although the emerging 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 platform. The paper highlights the importance of not underestimating resistance in an organization when implementing a new marketing instrument such as M-commerce platforms.
| Originalsprog | Engelsk |
|---|---|
| Titel | Organizational Culture and Behavior : Concepts, Methodologies, Tools, and Applications |
| Redaktører | Mehdi Khosrow-Pour |
| Forlag | IGI global |
| Publikationsdato | 2017 |
| Sider | 649-668 |
| ISBN (Trykt) | 1522519130, 9781522519133 |
| ISBN (Elektronisk) | 9781522519140 |
| DOI | |
| Status | Udgivet - 2017 |
Fingeraftryk
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Digital entrepreneurship in a traditional production firm : A longitudinal case study. / Hannibal, Martin; Rasmussen, Erik S.
Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications. red. / Mehdi Khosrow-Pour. IGI global, 2017. s. 649-668.Publikation: Bidrag til bog/antologi/rapport/konference-proceeding › Bidrag til bog/antologi › Forskning › peer review
TY - CHAP
T1 - Digital entrepreneurship in a traditional production firm
T2 - A longitudinal case study
AU - Hannibal, Martin
AU - Rasmussen, Erik S.
PY - 2017
Y1 - 2017
N2 - Through a longitudinal case study this paper 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 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 entirely. This paper argues that although the emerging 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 platform. The paper 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 paper 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 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 entirely. This paper argues that although the emerging 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 platform. The paper highlights the importance of not underestimating resistance in an organization when implementing a new marketing instrument such as M-commerce platforms.
U2 - 10.4018/978-1-5225-1913-3.ch031
DO - 10.4018/978-1-5225-1913-3.ch031
M3 - Book chapter
AN - SCOPUS:85021368799
SN - 1522519130
SN - 9781522519133
SP - 649
EP - 668
BT - Organizational Culture and Behavior
A2 - Khosrow-Pour, Mehdi
PB - IGI global
ER -