an important partnership for decades

Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. https://doi.org/10.1108/IMDS-08-2020-0510Purpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT. Design/methodology/approach: This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing. Findings: This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data. Practical implications: The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control. Originality/value: This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.authorsversionpublishe

Diffusion of Innovation: An institutional perspective

A review of the Diffusion of Innovation (DOI) literature is carried out. This review is later applied to the uptake of the Internet amongst stock brokers in Australia. A framework is proposed where organizational uptake of the Internet and Internet-based trading is embedded in an institutional context encompassing an industry as well as brokerage level of analysis. It is anticipated that the industry’s governing body establishes the overall legal and professional boundaries. Within these boundaries individual stock brokers differentiate themselves through selective adoption of components of the new technology. This is to incorporate the initial setting of industry level protocols and regulations in addition to the semi-autonomous differentiation at the brokerage level. Following the proposed framework, a comparative analysis of traditional and institutional approaches to DOI is carried out

Mobile Devices in Social Contexts

The development of mobile devices has occurred with unprecedented pace since the late nineties, and the increase of generic services has proliferated in most developed countries, driven by the expanding technological capabilities and performance of mobile platforms. This dissertation investigates how consumer objectives, orientation, and behavior can aid in explaining the adoption and use of a new type of mobile devices: “app phones”. This dissertation focuses its effort on two focal influences of adoption and use; social influences and competing forces. Through a qualitative case study and field study this dissertation explores early adoption and use of iPhones. The case study is a one-shot cross-sectional case study that investigates five individuals, related through the same social network, and their decision to adopt an iPhone prior to its release in Denmark. This adoption decision engenders high switching costs as adopters lack references to imitate and need skills to unlock and jailbreak their iPhones to make them work on Danish networks. The specific purpose of the case study is to explore how social influences impact mobile users’ early adoption decisions, as it is well known in the literature that people with similar characteristics, tastes, and beliefs often associate in the same social networks and, hence, influence each other. The field study is cross-sectional with multiple snapshots and explores fifteen individuals part of the same university study, who receives an iPhone for a period of seven months short after its release in Denmark. The specific purpose of the field study is to explore how competing forces of iPhone usage influence assimilation, i.e. the degree to which the iPhone is used, over time. The dissertation, furthermore, contains a systematic literature review. The main contribution of this dissertation is reported through four articles and is directed at both academic researchers and practitioners. The study emphasizes the importance of social influences and competing forces in the investigation of adoption and use of certain mobile devices

Proceedings of the University Alliance Executive Directors Workshop - ECIS 2001

The introduction of Enterprise Systems (ES) into the curriculum at Business and IS Faculties and Schools is for many universities a major challenge. However, this problem is in various aspects of special nature: the students' demand is enormous and in many cases product-focused, Enterprise Systems are typically very comprehensive and complex, and knowledge about ES is often missing. By the time textbooks of satisfying quality are available, there are new systems' upgrades and innovation cycles to deal with. The Queensland University of Technology (QUT) is comprehensively using the market leading Enterprise System SAP R/3 within its curriculum and is also conducting research in this area. This paper briefly reports on the activities and experiences at QUT, which is now one of the few world-wide mySAP University Application Hosting Centers.<br/

An Information Infrastructure to Improve International Containerized Shipping

This thesis applies theoretical perspectives from the Information Systems (IS) research field to propose how Information Technology (IT) can improve containerized shipping. This question is addressed by developing a set of design principles for an information infrastructure for sharing shipping information named the Shipping Information Pipeline (SIP). Review of the literature revealed that IS research prescribed a set of meta-design principles, including digitalization and digital collaboration by implementation of Inter-Organizational Systems based on Electronic Data Interchange (EDI) messages, while contemporary research proposes Information Infrastructures (II) as a new IT artifact to be researched. Correspondingly, this thesis applies the concept of and design theory for II to improve containerized shipping. Activity Theory has guided the analysis of containerized shipping, following avocados on their journey from the trees in Africa, to the retail shelves in Europe, revealing the plethora of organizations, activities and documents involved. The implication being that containerized shipping becomes inefficiently; costly, unreliably, and risky. These are posited as the major impediments to creating a more efficient shipping industry, and a number of critical issues are identified. These include that shipments depend on shipping information, that shipments often are delayed due to issues with documentation, that EDI messages account for only a minor part of the needed information, that multiple fragmented II are used throughout, and finally, that there is an unleashed potential for IT to support containerized shipping. Based on the above, the SIP was designed, prototyped and evaluated which, through Internetenabled collaboration on shipments, ameliorates the previously mentioned critical issues and major impediments. This is accomplished primarily through increased transparency into the containerized shipping process and through providing direct access to source information about the shipments. Based on the prototypes an accumulated set of design principles for the design of SIP are articulated. In the particular context of Internet-enabled II utilizing the World Wide Web, an extension of design theory is proposed through the formulation of an additional metadesign principle: share meta-information only and govern access to detailed information by the source. Finally, the practical implications of SIP are estimated, including how it facilitates more efficient containerized shipping and in turn sustainable international trade. The positive acknowledgements of SIP prototypes support how II designed in accordance with the developed set of design principles can be used to significantly improve containerized shipping

Letters from the War of Ecosystems – An Analysis of Independent Software Vendors in Mobile Application Marketplaces

The recent emergence of a new generation of mobile application marketplaces has changed the business in the mobile ecosystems. The marketplaces have gathered over a million applications by hundreds of thousands of application developers and publishers. Thus, software ecosystems—consisting of developers, consumers and the orchestrator—have emerged as a part of the mobile ecosystem. This dissertation addresses the new challenges faced by mobile application developers in the new ecosystems through empirical methods. By using the theories of two-sided markets and business ecosystems as the basis, the thesis assesses monetization and value creation in the market as well as the impact of electronic Word-of-Mouth (eWOM) and developer multihoming— i. e. contributing for more than one platform—in the ecosystems. The data for the study was collected with web crawling from the three biggest marketplaces: Apple App Store, Google Play and Windows Phone Store. The dissertation consists of six individual articles. The results of the studies show a gap in monetization among the studied applications, while a majority of applications are produced by small or micro-enterprises. The study finds only weak support for the impact of eWOM on the sales of an application in the studied ecosystem. Finally, the study reveals a clear difference in the multi-homing rates between the top application developers and the rest. This has, as discussed in the thesis, an impact on the future market analyses—it seems that the smart device market can sustain several parallel application marketplaces.Muutama vuosi sitten julkistetut uuden sukupolven mobiilisovellusten kauppapaikat ovat muuttaneet mobiiliekosysteemien liiketoimintadynamiikkaa. Nämä uudet markkinapaikat ovat jo onnistuneet houkuttelemaan yli miljoona sovellusta sadoilta tuhansilta ohjelmistokehittäjiltä. Nämä kehittäjät yhdessä markkinapaikan organisoijan sekä loppukäyttäjien kanssa ovat muodostaneet ohjelmistoekosysteemin osaksi laajempaa mobiiliekosysteemiä. Tässä väitöskirjassa tarkastellaan mobiilisovellusten kehittäjien uudenlaisilla kauppapaikoilla kohtaamia haasteita empiiristen tutkimusmenetelmien kautta. Väitöskirjassa arvioidaan sovellusten monetisaatiota ja arvonluontia sekä verkon asiakasarviointien (engl. electronicWord-of-Mouth, eWOM) ja kehittäjien moniliittymisen (engl. multi-homing) — kehittäjä on sitoutunut useammalle kuin yhdelle ekosysteemille — vaikutuksia ekosysteemissä. Työn teoreettinen tausta rakentuu kaksipuolisten markkinapaikkojen ja liiketoimintaekosysteemien päälle. Tutkimuksen aineisto on kerätty kolmelta suurimmalta mobiilisovellusmarkkinapaikalta: Apple App Storesta, Google Playstä ja Windows Phone Storesta. Tämä artikkeliväitöskirja koostuu kuudesta itsenäisestä tutkimuskäsikirjoituksesta. Artikkelien tulokset osoittavat puutteita monetisaatiossa tutkittujen sovellusten joukossa. Merkittävä osa tarkastelluista sovelluksista on pienten yritysten tai yksittäisten kehittäjien julkaisemia. Tutkimuksessa löydettiin vain heikkoa tukea eWOM:in positiiviselle vaikutukselle sovellusten myyntimäärissä. Työssä myös osoitetaan merkittävä ero menestyneimpien sovelluskehittäjien sekä muiden kehittäjien moniliittymiskäyttäytymisen välillä. Tällä havainnolla on merkitystä tuleville markkina-analyyseille ja sen vaikutuksia on käsitelty työssä. Tulokset esimerkiksi viittaavat siihen, että markkinat pystyisivät ylläpitämään useita kilpailevia kauppapaikkoja.Siirretty Doriast