publication . Part of book or chapter of book . Article . 2014

A Longitudinal Case Study

Martin Hannibal;
  • Published: 01 Jan 2014
  • Publisher: IGI Global
  • Country: Philippines
<jats:p>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 fr...
free text keywords: Knowledge management, business.industry, business, Mobile commerce, Economics, Effectuation, Top management, Business model, Entrepreneurship, Sensemaking, Marketing, Digital business, Toolbox
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