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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
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Author(s): Martin Hannibal (University of Southern Denmark, Denmark)and Erik S. Rasmussen (University of Southern Denmark, Denmark)
Copyright: 2017
Pages: 20
Source title: Organizational Culture and Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-1913-3.ch031

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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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