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

Martin Hannibal and Erik S. Rasmussen
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Martin Hannibal: Department of Marketing and Management, University of Southern Denmark, Odense, Denmark
Erik S. Rasmussen: Department of Marketing and Management, University of Southern Denmark, Odense, Denmark

International Journal of E-Services and Mobile Applications (IJESMA), 2014, vol. 6, issue 3, 48-66

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.

Date: 2014
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