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Digital Entrepreneurship in a Traditional Production Firm: A Longitudinal Case Study

Digital Entrepreneurship in a Traditional Production Firm: A Longitudinal Case Study

Martin Hannibal, Erik S. Rasmussen
Copyright: © 2014 |Volume: 6 |Issue: 3 |Pages: 19
ISSN: 1941-627X|EISSN: 1941-6288|EISBN13: 9781466654259|DOI: 10.4018/ijesma.2014070104
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MLA

Hannibal, Martin, and Erik S. Rasmussen. "Digital Entrepreneurship in a Traditional Production Firm: A Longitudinal Case Study." IJESMA vol.6, no.3 2014: pp.48-66. http://doi.org/10.4018/ijesma.2014070104

APA

Hannibal, M. & Rasmussen, E. S. (2014). Digital Entrepreneurship in a Traditional Production Firm: A Longitudinal Case Study. International Journal of E-Services and Mobile Applications (IJESMA), 6(3), 48-66. http://doi.org/10.4018/ijesma.2014070104

Chicago

Hannibal, Martin, and Erik S. Rasmussen. "Digital Entrepreneurship in a Traditional Production Firm: A Longitudinal Case Study," International Journal of E-Services and Mobile Applications (IJESMA) 6, no.3: 48-66. http://doi.org/10.4018/ijesma.2014070104

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Abstract

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.

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