Digital entrepreneurship in a traditional production firm: A longitudinal case study

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 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.

OriginalsprogEngelsk
TitelOrganizational Culture and Behavior : Concepts, Methodologies, Tools, and Applications
RedaktørerMehdi Khosrow-Pour
ForlagIGI global
Publikationsdato2017
Sider649-668
ISBN (Trykt)1522519130, 9781522519133
ISBN (Elektronisk)9781522519140
DOI
StatusUdgivet - 2017

Fingeraftryk

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

Citer dette

Hannibal, M., & Rasmussen, E. S. (2017). Digital entrepreneurship in a traditional production firm: A longitudinal case study. I M. Khosrow-Pour (red.), Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications (s. 649-668). IGI global. https://doi.org/10.4018/978-1-5225-1913-3.ch031
Hannibal, Martin ; Rasmussen, Erik S. / Digital entrepreneurship in a traditional production firm : A longitudinal case study. Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications. red. / Mehdi Khosrow-Pour. IGI global, 2017. s. 649-668
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Hannibal, M & Rasmussen, ES 2017, Digital entrepreneurship in a traditional production firm: A longitudinal case study. i M Khosrow-Pour (red.), Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications. IGI global, s. 649-668. https://doi.org/10.4018/978-1-5225-1913-3.ch031

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-proceedingBidrag til bog/antologiForskningpeer review

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Hannibal M, Rasmussen ES. Digital entrepreneurship in a traditional production firm: A longitudinal case study. I Khosrow-Pour M, red., Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications. IGI global. 2017. s. 649-668 https://doi.org/10.4018/978-1-5225-1913-3.ch031