Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Digital Entrepreneurship: A Longitudinal Case Study in a Traditional Firm

Digital Entrepreneurship: A Longitudinal Case Study in a Traditional Firm
View Sample PDF
Author(s): Martin Hannibal (University of Southern Denmark, Denmark) and Erik S. Rasmussen (University of Southern Denmark, Denmark)
Copyright: 2018
Pages: 21
Source title: Entrepreneurship, Collaboration, and Innovation in the Modern Business Era
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-5014-3.ch001


View Digital Entrepreneurship: A Longitudinal Case Study in a Traditional Firm on the publisher's website for pricing and purchasing information.


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.

Related Content

Martin Hannibal, Erik S. Rasmussen. © 2018. 21 pages.
Erastus Ndinguri, Krisanna Machtmes, Ryan J. Machtmes, Jessica I. Hill. © 2018. 18 pages.
Amresh Kumar, Pallab Sikdar, Md. Moddassir Alam. © 2018. 28 pages.
Shaik Shakeel Ahamad, V. N. Sastry, Siba K. Udgata. © 2018. 34 pages.
James J. Lee, Jessica L. Imanaka. © 2018. 19 pages.
Ron Cheek, Martha Sale, Colleen Carraher Wolverton. © 2018. 15 pages.
Kelley A. O'Reilly, Brett M. Kelley, Karen M. Lancendorfer. © 2018. 15 pages.
Body Bottom