How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry

Nils J. Tschoppe, Jan K. Tänzler and Paul Drews

Chapter 11 in Cases on Digital Entrepreneurship, 2023, pp 130-144 from Edward Elgar Publishing

Abstract: The online marketing company “Marketing Beats” was founded in 2012 by two master of business administration students. Despite regional challenges, such as the shortage of skilled workers outside of conurbations, the company has grown in recent years and now has about 130 employees. This success story has led the company to be confronted with new challenges. Growing personnel structures, cross-departmental communication, and an increasingly complex IT landscape pose the risk of causing the “digital gazelle” to lose its agility. The necessary process optimization and the redesign of the IT landscape are new strategic challenges the company has to face. The loss of customer information, redundant customer data, a lack of support when planning projects, and a high level of documentation effort present the company with the task of finding a new solution for its loosely integrated software. Students are asked to develop solution proposals for the company’s IT landscape, taking into account the impact of such a redesign on the company’s processes and structure.

Keywords: Business and Management; Innovations and Technology (search for similar items in EconPapers)
Date: 2023
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