Decisions about entry modes for telecom companies into digital music business: An empirical case study

The digital music market offers an opportunity for telecom companies to furnish value-added services. However, little effort has been made to study empirically how to make a decision about entry modes for telecom companies into digital music business. This study therefore investigates various strategies that telecom companies may implement to enter the digital music industry. The results of a series of expert surveys reveal that the preference ranking of entry modes is acquisition, joint venture, and contractual agreement, respectively. Moreover, the leading key factors in selecting entry modes are complementary capabilities, hostility of environment, relational risk between firms as partners, commitment of resources, and availability of expertise. Furthermore, an importance-performance analysis was conducted to understand the different aspects that are of different performances and importance in each entry mode. The implications of the findings are also discussed. --Telecom companies,Digital music business,Entry modes,Value added

How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns? Measuring the performance of MEO’s digital marketing display campaigns

Field lab: Business projectThis thesis report follows a Work Project (WP) developed at the leading Portuguese telco (MEO) on the topic of performance measurement of digital marketing (DM) display campaigns. The WP ought to solve issues such as lack of coordination, internal misinformation, data fragmentation and lack of return-centricity of MEO’s digital campaigns’ department. In the end, with a key focus on the use of Web Analytics, a concrete process for campaign ROI calculation was developed, as it was an identified gap, along with several complementary recommendations aiming at the optimization of the firm’s digital performance measurement capabilities

Three Empirical Studies on Digital Innovation Management: New Organizing Logic of Antecedents and Consequences of Innovation

In the last decade, innovation has undergone considerable changes in most industries. Digital innovation may represent the use of digital technology in the innovation process or to the end outcome of innovation. Over the years, innovation has become open, global, and collaborative in nature and involves diverse stakeholders and distributed innovation processes (Nambisan 2013; Nambisan et al. 2017). The importance of innovation will continue to grow in the future, as the business environment becomes increasingly uncertain and competitive. With the rapid development of digitized technologies, in addition to innovation outcomes such as new products, platforms, and services, IS researchers have developed an emerging interest in innovation process describing the diffusing, assimilating, or adapting of information technologies in various contexts. As the management of digital innovation becomes more complex and distributed, besides focusing on internal dynamics within firm boundaries, external dynamics also increases in importance. Therefore, this dissertation aims to examine the new organizational logic of digital innovation management, investigating its antecedents and consequences. In particular, Essays 1 and 2 examine internal dynamics, emphasizing the impact of key antecedents such as IT diversification, business diversification, IT-enabled capabilities, and business strategy. Essay 3 goes further to shed light on external dynamics of IT infrastructure governance and environmental uncertainty on the relationship between innovation and firm performance

Marketing Platform Strategy

Platforms have revolutionized the way we think about marketing and strategy. Further, the platform strategy is a growing area that has provided the business firms with multiple opportunities for generating value. Many firms are employing noticeably different tactics depending on whether they see a platform as a way to improve performance (by focusing on what they do best), grow their footprint (by leveraging capabilities that in the past they would have had to own), innovate (drawing on that vast majority of smart people who aren’t strictly in their employ), or capture more value. Platform thinking has thus revolutionized the way value is created and transferred. The business, which will survive in the modern era, should place a platform strategy as one of the key priority areas. It is not just enough to prioritize the platforms, but understanding that they can be integrated within a marketing strategy is very essential. Even though the study on platform strategy only focuses on digital platforms, this chapter provides a comprehensive overview of both digital and non-digital platforms and the strategic implications of both

O papel das capacidades digitais no desempenho das cooperativas de crédito brasileiras

As tecnologias digitais desempenham um papel cada vez crescente na vida das pessoas e nas organizações. Por isso é que empresas de diversos setores buscam desenvolver capacidades digitais que permitam extrair os benefícios esperados pelo uso das tecnologias digitais. Elas pretendem, desse modo, obter ganhos em desempenho, seja pela transformação da experiência do cliente, da oferta de produtos ou dos modelos de negócios. No setor financeiro, os bancos tradicionais possuem alta dependência das tecnologias digitais emergentes, assim como as cooperativas de crédito. Estas, ao mesmo tempo que se encontram no mesmo ambiente competitivo, têm como base de seu modelo de negócios o relacionamento com os seus associados e com a comunidade onde atuam, principalmente, por meio de uma rede física de agências. Diante deste cenário, esta pesquisa objetiva analisar o papel das capacidades digitais no desempenho das cooperativas de crédito brasileiras. Para tanto, este estudo é composto por duas etapas, sendo cada uma representada por um artigo. A primeira etapa, quantitativa, utilizando PLS-SEM, visa analisar o impacto das capacidades digitais no desempenho das cooperativas de crédito brasileiras. E a segunda etapa, qualitativa em um estudo de casos múltiplos, busca explorar como ocorrem as relações entre as capacidades digitais e o desempenho em cooperativas de crédito brasileiras. De modo geral, pelos achados desta pesquisa, foi possível compreender que o desenvolvimento de capacidades digitais possibilita ganhos de desempenho para as cooperativas de crédito, para i) conectar as cooperativas de crédito com o ecossistema de forma digital; ii) digitalizar processos, produtos e serviços; e iii) monitorar e para responder de forma rápida aos associados e ao mercado. Além disso, entre os principais achados, destaca-se o papel da capacidade do processo de digitalização alavancando as demais capacidades digitais, bem como para viabilizando ganhos de desempenho. Esta pesquisa contribui com a teoria ao apresentar um modelo estrutural que permite a análise das capacidades digitais e o impacto no desempenho de cooperativas de crédito, ao demonstrar práticas relacionadas às capacidades digitais sob o ponto de vista da teoria das capacidades dinâmicas, em organizações já estabelecidas do setor financeiro, em um contexto de mudanças geradas pela transformação digital, e ao disponibilizar um codebook pelo qual se tem uma matriz conceitual e um conjunto de antecedentes para novos estudos que foquem nodesempenho de cooperativas de crédito ou de organizações semelhantes. No campo prático, este estudo auxilia com um modelo estrutural, que demonstra os mecanismos pelos quais as capacidades digitais impactam o desempenho de cooperativas de crédito; e fornece uma perspectiva sobre como essas capacidades viabilizam o ganho de desempenho nessas cooperativas. Como implicações, outras empresas podem utilizar esses resultados como apoio para analisar, em seu modelo de negócios, quais capacidades podem ser desenvolvidas ou aprimoradas para melhorar o desempenho, ou pode ocorrer um aumento da confiança das cooperativas de crédito em relação à adoção das tecnologias digitais para promover o relacionamento com os associados.Digital technologies play an increasingly important role in people's lives and in organizations. For this reason, companies in a wide range of sectors are seeking to develop digital capabilities that will enable them to draw the benefits which are expected from using digital technologies. They intend to achieve performance gains from transforming the customer experience, product offering, or business models. In the financial sector, traditional banks are highly dependent on emerging digital technologies, as well as credit unions. These companies, while in the same competitive environment, are based on their business model, on their relationship with their associates and with the community where they operate, mainly through a physical network of agencies. Given this scenario, this research aims to analyze the role of digital capabilities in the performance of Brazilian credit unions. For this purpose, this study consists of two stages, each one being represented by an article. The first stage, a quantitative research, using PLSSEM, aims to analyze the impact of digital capabilities on the performance of Brazilian credit unions. And the second stage, a qualitative research in a study of multiple cases, seeks to explore how the relationships between digital capabilities and performance in Brazilian credit unions occur. In general, from the findings of this research, it has been possible to understand that the development of digital capabilities allows for performance gains for credit cooperatives, to (i) connect credit unions with the ecosystem in a digital way; (ii) to digitize processes, products and services; and (iii) to monitor and respond rapidly to associates and the market. In addition, among the key findings, the role of the digitization process capacity is highlighted by leveraging other digital capabilities as well as enabling performance gains. This research contributes to the theory by presenting a structural model that allows the analysis of digital capabilities and the impact on credit unions’ performance, by demonstrating practices related to digital capabilities from the point of view of the dynamic capacity theory, in the already established financial sector organizations, in a context of changes generated by digital transformation, and by making available a codebook through which it has a conceptual matrix and a set of precedents for new studies that focus on credit unions’ performance or similar organizations. In the practical field, this study supports a structural model, that demonstrates the mechanisms by which digital capabilities impact the performance of credit unions; and provides a perspective on how these capabilities enable performance gains in these cooperatives. As implications, other companies can use these results as support to analyze, in their business model, which capabilities can be developed or enhanced to improve their performance, or it can increase the credit unions’ confidence in adopting digital technologies to promote the relationship with their associates

Navigating containment challenges: A quantitative study of Ghanaian SME performance during the COVID-19 pandemic

This study aims to provide valuable insights into the containment challenges faced by Ghanaian SMEs during the COVID-19 pandemic and how these challenges impacted key performance indicators (KPIs). Utilizing the partial least square approach of structural equation modelling (PLS-SEM), data collected from a sample of 152 Ghanaian SMEs are examined. The findings underscore the adverse influence of pandemic-related containment measures on financial performance, sales performance, employee satisfaction, and customer satisfaction, while revealing an increase in online engagement as SMEs adapted their business models. Thus, this study highlights the significance of bolstering dynamic capabilities, with a particular focus on digital transformation and leveraging online platforms, as a means to enhance resilience and adaptability for SMEs amidst challenging containment conditions. Theoretical implications emphasize the crucial role of dynamic capabilities in navigating uncertainty and volatility during crises, while the practical implications offer valuable guidance for small business owners in developing economies as they strive to mitigate the impacts of containment measures during public health emergencies on their businesse

Innovative concepts in luxury marketing

Over the past two decades, nearly every company in each industry has been confronted with a number of environmental shifts. Rapid technological developments, increasing digital transformation, and evolving consumer preferences and tastes are creating a new competitive landscape where traditional marketing strategies are under threat (Kannan & Li, 2017; Leeflang, Verhoef, Dahlström, & Freundt, 2014). While for some industries the process of adaptation to these new realities has been relatively smooth, the luxury industry which is known for its exclusive character and resistance to innovations, has experienced dramatic challenges (Hennigs, Wiedmann, & Klarmann, 2012; Okonkwo, 2009). This dissertation investigates innovative concepts of luxury marketing associated with luxury firms’ strategic decisions and capabilities designed to overcome current market dynamism, to meet growing customer expectations, to improve firms’ marketing performance, and to achieve sustainable competitive advantage. The three papers outlined below address the distinctive nature of this industry and introduce new concepts in luxury marketing management. Paper 1 examines the luxury goods industry as a prominent example of a specific strategic competitive arena, a concept which has been recently introduced into the strategic management literature. It shows that to successfully compete in the luxury arena, firms must complement their general marketing capabilities with the arena-specific ones. This study conceptually derives and empirically tests the impact of luxury arena-specific capabilities on firm performance and assesses their relative importance compared to that of general capabilities. Paper 2 focuses on the firms’ strategic decisions with regard to the design of luxury goods. It introduces the concept of product design extravagance as a new luxury aesthetic design element, which reflects the evolving consumer tastes with regard to product design and corresponds to the current trends in luxury market. The paper also investigates the role individual differences, such as consumers’ personality traits and personal motives, play in the formation of their product design preferences. Finally, Paper 3 addresses the importance of superior digital customer experience creation for luxury firms. Specifically, it investigates how luxury firms can effectively integrate new digital technologies into their everyday marketing practices to enhance and differentiate a unique luxury customer experience. In this regard, a set of luxury-specific digital customer experience capabilities which firms must develop in addition to the general digital capabilities are proposed in this paper. Content of the Specific Papers In Paper 1, I rely on the concept of the strategic competitive arena, which has been increasingly replacing the term industry in management research, specifically on the background of increased cross-industry competition. Respectively, this paper focuses on luxury competitive arena, which has traditionally included competitors of various products and services such as yachts, clothing, travelling, etc. which compete to satisfy customer needs specific in this arena (i.e., need for status and need for quality). I propose that possessing general marketing capabilities is not sufficient for success in a particular strategic competitive arena, such as the luxury arena. Rather, more specific arena-related marketing capabilities are needed. I test these propositions by means of a large-scale managerial survey of firms potentially competing in the luxury arena. I additionally assess the relative mediating effects of both general and arena-related marketing capabilities between a firm’s strategic intent to deliver specific customer value and its marketing and firm performance. Furthermore, I test how the mediating effects change under the conditions of high environmental turbulence. I find a stronger mediating effect of luxury arena-related as compared to general marketing capabilities between a firm’s strategic intent and its marketing performance (customer management performance). I also find that the mediating effect of arena-related marketing capabilities increases under the conditions of high customer-related turbulence. At the same time, the mediating effect of general marketing capabilities turns out to be higher in the conditions of low customer-related turbulence as compared to high customer-related turbulence. This study makes a significant contribution to the marketing literature as it extends the knowledge on marketing capabilities by applying an innovative, competitive arena-based perspective. The study identifies the relevant marketing capabilities that really drive firm’s performance in the luxury arena. It also expands the research on dynamic competition, as the findings demonstrate the important role of arena-related marketing capabilities as a buffer against environmental dynamism, namely, customer-related turbulence. Above that, the study is also of high practical relevance as it provides insights for managers on how firms can deal with intensified cross-industry competition and the disruption in their established business models by new arena entrants. The key implication is that firms should invest significant efforts to identify, build, and enhance their arena-related capabilities. In Paper 2, I introduce product design extravagance as a new aesthetic design element, which is especially relevant in the context of the luxury goods industry, whereas prior insights have only focused on brand prominence (visibility and size of logo). By means of a field study based on real world data from luxury consumers, I empirically prove that extravagance is a key element of luxury product design as consumers exhibit a high probability of wearing extravagantly designed luxury products. I further investigate the drivers that shape consumer design preferences. Specifically, I draw on the identity-signaling and self-congruity perspectives and prior insights on luxury and everyday consumer aesthetics, and suggest that consumers’ preferences for specific aesthetic design elements (product design extravagance and brand prominence) are induced by two fundamental personality traits: extraversion and openness to experience. Additionally, I propose the mechanism under which consumer preferences are formed, which implies that these traits trigger two underlying motivations in luxury consumption: the need for status and the need for uniqueness, which in turn shape consumer preferences in the choice of different types of luxury product designs (no logo vs. prominent logo and plain vs. extravagant design). By means of a large-scale empirical study of luxury consumers, I provide empirical evidence on the impact of consumer personality and motives on consumer aesthetic design preferences. This study demonstrates that extravagant luxury product design is preferred by extraverted individuals for satisfying their need for status and individuals open to experience for satisfying their need for uniqueness. In contrast, prominently marked luxury brands are chosen by extraverted individuals, who are driven by status motives. These findings are highly relevant for both academics and luxury managers. Thus, by introducing the concept of extravagance, this study provides a more comprehensive understanding of product design aesthetics in luxury, which is better suited to reflect the reality of luxury product design options and consumers’ choices. Furthermore, this paper extends the limited knowledge on the drivers of consumers’ aesthetic choices, such as consumer personality traits, and sheds the light on the process through which consumer aesthetic preferences are formed. Last but not the least, the study provides evidence that product design aesthetics have high strategic importance for luxury firms. In this regard, marketers should consider the significant role of consumer personality traits and motives when deciding on the product design elements. This should also be carefully regarded when designing the communication strategy of a luxury brand. Paper 3 takes a closer look at customer experience management of luxury firms in the era of digitalization, and the resulting evolving customer shopping behavior and expectations. In this paper, I investigate which digital capabilities luxury firms require to develop in order to enhance and differentiate superior customer experience associated with luxury goods while balancing the tradeoff between a brand’s exclusive image and its wide accessibility in the digital space. In this regard, based on the insights from prior literature in luxury marketing, I argue that luxury brands delivering specific customer value such as status, uniqueness, functional or hedonic value should design their digital customer experience in such a way that it enhances the perceived luxury brand’s value for customers. Thus, it is proposed that for luxury firms it is not enough to possess general digital customer experience capabilities (i.e., which are valid across different industry contexts) but they also require to acquire additional luxury-specific digital capabilities which will enable them to enrich the luxury brand’s perceived value. Based on a qualitative study with senior digital marketing managers of luxury brands, this paper identifies four digital customer experience capabilities specific for the luxury industry. The key contribution of this paper is its contingency approach to customer experience and the related firm’s digital capabilities. This study provides empirical evidence that digital customer experience management in the luxury industry is different from that of non-luxury due to the specific perceived customer value of luxury goods, and for its realization luxury firms must employ specific digital customer experience capabilities. By defining these capabilities, this study provides important strategic insights for academics and luxury marketing managers on how to design uninterrupted luxury experience across multiple digital touch points and channels

Antecedents of Non-Ownership Business Model Offerings in the Mechanical Engineering Industry – A Set Theoretic Approach

The emergence of Industrial Internet of Things (IIoT) technologies drives the offering of non-ownership business models (NOBMs) in the mechanical engineering industry. In a NOBM mechanical engineering firms as machine providers maintain machine ownership and sell their customers only the machine use and/or performance. While literature has already discussed the influence of multiple individual contextual antecedents on the decision of mechanical engineering firms whether to offer NOBMs, little is known about the interplay of these antecedents. By drawing on 16 interview-based cases and fuzzy-set Qualitative Comparative Analysis (fsQCA), we applied a configurational perspective and identified each two configurations of four key contextual antecedents (high digital service capabilities, high machine standardization, high share of large customers, and high market competition) that lead to presence or absence of NOBM offerings by mechanical engineering firms. Moreover, we used our case insights to discuss the interplay of these antecedents within the identified configurations

Business Process Redesign in the Perioperative Process: A Case Perspective for Digital Transformation

This case study investigates business process redesign within the perioperative process as a method to achieve digital transformation. Specific perioperative sub-processes are targeted for re-design and digitalization, which yield improvement. Based on a 184-month longitudinal study of a large 1,157 registered-bed academic medical center, the observed effects are viewed through a lens of information technology (IT) impact on core capabilities and core strategy to yield a digital transformation framework that supports patient-centric improvement across perioperative sub-processes. This research identifies existing limitations, potential capabilities, and subsequent contextual understanding to minimize perioperative process complexity, target opportunity for improvement, and ultimately yield improved capabilities. Dynamic technological activities of analysis, evaluation, and synthesis applied to specific perioperative patient-centric data collected within integrated hospital information systems yield the organizational resource for process management and control. Conclusions include theoretical and practical implications as well as study limitations

Owner challenges on major projects: The case of UK government

Many studies agree that owner organisations are important for successful project organising, but they tend to focus on particular aspects of project organising rather than providing a holistic analysis of owners as organisations. Our objective is to collect evidence of the full range of challenges public sector owners face in managing their major projects. After reviewing the literature on owner organisations, we carry out a case survey of 26 major projects to identify the principal challenges using a content analysis of UK National Audit Office Value for Money reports. Our original contribution is that the findings provide the first comprehensive picture of the full range of challenges of project organising faced by owner organisations. These findings push us theoretically to extend the scope of research in project organising to identify an extended core set of dynamic capabilities for project owner organisations to address these challenges