How do enterprise software providers adapt their strategies to the cloud? An analysis through SAP Hana journey based on the evolution of SAP’s discourse (2010-2018)

Lise Arena (), Lapo Mola, Nicolas Remond () and Frantz Rowe ()
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Lise Arena: GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur, UniCA - Université Côte d'Azur
Lapo Mola: SKEMA Business School - SKEMA Business School, UniCA - Université Côte d'Azur, GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur

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Abstract: This paper seeks to provide a better understanding of software business providers' strategy when adapting to the emergence of cloud computing markets. Based on a longitudinal case-study and on a historical content analysis of SAP's discourse, it highlights four main periods of adaptation, since 2009. The analysis of these four periods emphasizes the existence of an initial superior technology (HANA) on the ERP market when referring to cloud-based solutions. Overall, the evolution of SAP's strategy is understood as a change from a high level of control over the administration of its technological environment to a more flexible strategy that gives alternative options such as Platform-as-a-Service (PaaS) and Infrastructure-as-a-Service (IaaS) mode. Content analysis shows that SAP's discourse gives an increasing importance to agreements with third parties in order to mitigate the perception of the perceived lock-in effect.

Date: 2020-01-07
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Published in 53rd Hawaii International Conference on System Sciences (HICSS), Jan 2020, Hawaï, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03047156

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