Issues

Journal & Issues

Volume 14 (2022): Issue 1 (May 2022)
Conscious Consumption

Volume 13 (2021): Issue 2 (November 2021)
Brand Activism

Volume 13 (2021): Issue 1 (May 2021)
The Dark Sides of Digital Marketing

Volume 12 (2020): Issue 2 (November 2020)
The Reputation Economy

Volume 12 (2020): Issue 1 (May 2020)
Crowd Innovation: Hype or Help

Volume 11 (2019): Issue 2 (November 2019)
AI and the Machine Age of Marketing

Volume 11 (2019): Issue 1 (May 2019)
The Future of Retailing

Volume 10 (2018): Issue 2 (October 2018)
IoT - Consumers and the Internet of Things

Volume 10 (2018): Issue 1 (May 2018)
Brand Risk Matters

Volume 9 (2017): Issue 2 (November 2017)
The Connected Consumer

Volume 9 (2017): Issue 1 (May 2017)
Digital Transformation

Volume 8 (2016): Issue 2 (November 2016)
Marketing and Data Science

Volume 8 (2016): Issue 1 (May 2016)
Responsible Marketing

Volume 7 (2015): Issue 2 (November 2015)
Marketing Meets Product Design

Volume 7 (2015): Issue 1 (May 2015)
Truly Accountable Marketing

Volume 6 (2014): Issue 2 (November 2014)
Social Brand Engagement

Volume 6 (2014): Issue 1 (May 2014)
Emotions in Marketing

Volume 5 (2013): Issue 2 (November 2013)

Volume 5 (2013): Issue 1 (May 2013)

Volume 4 (2012): Issue 2 (November 2012)

Volume 4 (2012): Issue 1 (May 2012)

Volume 3 (2011): Issue 2 (November 2011)

Volume 3 (2011): Issue 1 (May 2011)

Volume 2 (2010): Issue 2 (November 2010)

Volume 2 (2010): Issue 1 (May 2010)

Volume 1 (2009): Issue 2 (November 2009)

Volume 1 (2009): Issue 1 (May 2009)

Journal Details
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English

Search

Volume 9 (2017): Issue 1 (May 2017)
Digital Transformation

Journal Details
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English

Search

10 Articles
Open Access

Editorial

Published Online: 27 Apr 2017
Page range: 3 - 3

Abstract

Keywords

  • Digital Transformation
  • Innovation
  • Disruption
  • Change
Open Access

Digital Transformation and Value Creation: Sea Change Ahead

Published Online: 27 Apr 2017
Page range: 10 - 17

Abstract

Abstract

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. It has an obvious, lasting, and even revolutionary impact, not only on the economic systems and commercial players, but also on the lives of individuals and on society at large. Digital transformation will bring greater tangible and intangible value, but the changes do come with certain costs and risks, sometimes unforeseen. In terms of business strategy, digital technology has been transforming businesses dramatically. Even young companies that have been at the forefront of digital disruption are forced to reinvent and transform themselves and their businesses permanently in order to survive and thrive. If incumbents themselves don’t take advantage of this digital progress to innovate, others will. A new wave of digital disruptors is changing the face of industries. The ability to innovate is thus more important than ever. Entire industries may be threatened if they do not react quickly, while others are emerging almost instantly as if out of nowhere. Handling speed and providing real-time solutions is therefore one of the most critical skills in a digital world.

Keywords

  • Digital Transformation
  • Value Creation
  • Innovation
  • Disruption
  • Change
Open Access

Business Model Innovation: How to Create Value in a Digital World

Published Online: 27 Apr 2017
Page range: 18 - 23

Abstract

Abstract

It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer create enough value. To seamlessly account for the digitalization of the business and the customer side, new ideas are mandatory, and the whole business model is increasingly becoming the new source of innovation. A new, smartly designed business model can increase the total value created for all stakeholders, including customers, partners and suppliers. The three design elements that characterize a company’s activity system are content, structure and governance. Changing one or more of these elements means changing the entire model, and if the new business model is “new to the world” and not just “new to the company” it can be considered real business model innovation. Content, structure and governance can be highly interdependent; they need to be in line with value creation and capture the goals of the company, such as its revenue model.

Keywords

  • Activity System
  • Business Model Innovation
  • Digital Innovation
  • Pokémon GO
  • Value Creation
Open Access

Platform Business: From Resources to Relationships

Published Online: 27 Apr 2017
Page range: 24 - 29

Abstract

Abstract

The driving force behind our internet economy is demand-side economies of scale, also known as network effects. These arise when users create value for other users and are enhanced by technologies that create efficiencies in social networking. While resource control and supply side efficiency used to be key success factors in the past, building platforms, orchestrating networks and managing relationships determine success in an increasingly digital world. Successful platforms seek to maximize the overall value of the whole system in a circular, revolving and feedback-driven process. By attracting more platform participants they are able to offer a higher value. The larger the network, the better the matches between supply and demand and the richer the data that can be used to find matches. Successful platforms put companies that use traditional business models at risk. Many companies are still highly competitive, but when platforms enter the same marketplace, the platforms usually win. Companies that fail to create platforms on their own or to integrate their business into existing platforms will be unable to compete for long.

Keywords

  • Platforms
  • Network Effects
  • Digital Transformation
  • Internet Economy
Open Access

Are You Too Successful to Digitalize? How to Fight Innovation Blindness

Published Online: 27 Apr 2017
Page range: 30 - 35

Abstract

Abstract

Digital transformation requires a digital mindset and new approaches to dealing with both decision risk and decision speed. Well-entrenched companies seem to hold all the assets needed to adapt and keep succeeding, but sometimes they don’t seem to adequately react to a disruptive threat; instead, they show symptoms of innovation blindness. They might overestimate their digital skills or their learning occurs too slowly and resources are being wasted. Deep expertise that used to be an asset turns into a liability because companies are stuck in old mental models. A few things can be done proactively to avoid major pitfalls in the digitalization of a business. Facts that are taken for granted need to be challenged and checked against reality to identify strategic failure in time. Whenever somebody assumes that something is “surely” true, a company’s alarm bells should go off. Moreover, top management needs to check if their digital projects not only scratch the surface but that they grasp the essence of what makes them successful: creating new added value, dramatically increasing speed and ease of use, reducing complexity, and lowering costs substantially. Also, a new approach to innovation, such as design thinking, encourages rapid prototyping and a fast-failure culture.

Keywords

  • Innovation Blindness
  • Digitalization
  • Digital Transformation
  • Business Models
  • Mental Models
Open Access

Crowdfunding: Financing Ventures in the Digital Era

Published Online: 27 Apr 2017
Page range: 36 - 41

Abstract

Abstract

Crowdfunding is a method of raising funds to support a venture, usually by raising small amounts from a large number of investors. Typically, a project creator posts a project on a platform seeking a certain amount of funds for some venture. Potential backers view the project and contribute money if they are convinced of the idea. In most cases, these backers receive something in return. Crowdfunding helps facilitate projects that would otherwise have fallen through the cracks. There are many success stories, but the average success rates are moderate. To succeed, it is necessary to manage the expectations of diverse stakeholders during the entire funding and development process. Success factors range from selecting the right platform to accurate communication all along the way. Prior experience helps, as well as a realistic assessment of the chances, so as not to disappoint the community.

Keywords

  • Crowdfunding
  • Digital Interactions
  • Platforms
  • Online Communities
  • Digital Economy
Open Access

From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing

Published Online: 27 Apr 2017
Page range: 42 - 47

Abstract

Abstract

Digital transformation has a strong impact on the retail industry. Activities that were once retail sector are moving to online stores, and specialized third parties are taking over physical distribution and payment. Naturally, store-based retailers are not taking this sitting down and many are reacting by starting to “digitalize” their point of sale. But in order to understand the true impact of digitalization and to react adequately, one needs to think backwards from the consumer and enter the scene at a much earlier stage. In our digital age, need occurrence, shopping and consumption are moving much closer in time and space and are being naturally integrated into our daily routine. If retailers still want their share, they have to build an ecosystem of presence and organize themselves around consumption and lived reality of their consumers. They have to be present in the mind of the consumer at the very instance a need arises. Being recalled in time matters now more than ever.

Keywords

  • Digitalization
  • POS
  • Retailing
  • Ambient Shopping
  • Customer Need
Open Access

Smart Cities, Livable Cities

Published Online: 27 Apr 2017
Page range: 48 - 52

Abstract

Abstract

Urbanization is a truly global trend, affecting populations in developed and emerging regions across all continents. To keep up with the rapid influx of new city dwellers, city leaders are turning to technology. One of the key challenges in many cities is providing safe drinking water. Other major issues in many cities across the developing world are traffic, parking, waste management, lighting, security, education and health care. The Internet of Things increasingly offers new ways to make our lives as citizens smarter, more efficient and more informed. For example, city governments can charge appropriate fees, deliver tailored services and manage public infrastructure while considering interdependencies. In order to successfully seize the opportunities associated with the current shifts and to anticipate what’s coming, city leaders need to recognize and address the interrelationship of all city challenges and their impact across all constituent groups in seeking solutions.

Keywords

  • Digital Transformation
  • Internet of Things
  • Smart Cities
  • Connected Communities
Open Access

Effective Display Advertising: Improving Engagement with Suitable Creative Formats

Published Online: 27 Apr 2017
Page range: 53 - 56

Abstract

Abstract

Online advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of such formats. Our research found that animated formats are superior to static formats in most settings. It confirms that they can improve engagement, since they can generate higher recall, attract user attention, and create favorability for the advertised brand. Yet, static formats can still be effective when it comes to price ads and re-targeting. Most interestingly, we found that re-targeted ads are effective only if they offer price incentives. Another interesting finding is that the tactic of serving blanks – for instance, for page views from foreign countries – can distort simple measures of campaign effectiveness, such as click-through rates.

Keywords

  • Display Advertising
  • Banner Ads
  • Targeting
  • Retargeting
  • Click-Through Rates
Open Access

Nivea and More: Digital Value Added Instead of Buzzword Bingo

Published Online: 27 Apr 2017
Page range: 58 - 62

Abstract

Abstract

“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea. It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity.

Keywords

  • Digital Marketing
  • Social Media
  • E-Commerce
  • Branding
  • Nivea
10 Articles
Open Access

Editorial

Published Online: 27 Apr 2017
Page range: 3 - 3

Abstract

Keywords

  • Digital Transformation
  • Innovation
  • Disruption
  • Change
Open Access

Digital Transformation and Value Creation: Sea Change Ahead

Published Online: 27 Apr 2017
Page range: 10 - 17

Abstract

Abstract

Digital transformation is taking place all around us and there is hardly a single aspect of life that has not been affected. It has an obvious, lasting, and even revolutionary impact, not only on the economic systems and commercial players, but also on the lives of individuals and on society at large. Digital transformation will bring greater tangible and intangible value, but the changes do come with certain costs and risks, sometimes unforeseen. In terms of business strategy, digital technology has been transforming businesses dramatically. Even young companies that have been at the forefront of digital disruption are forced to reinvent and transform themselves and their businesses permanently in order to survive and thrive. If incumbents themselves don’t take advantage of this digital progress to innovate, others will. A new wave of digital disruptors is changing the face of industries. The ability to innovate is thus more important than ever. Entire industries may be threatened if they do not react quickly, while others are emerging almost instantly as if out of nowhere. Handling speed and providing real-time solutions is therefore one of the most critical skills in a digital world.

Keywords

  • Digital Transformation
  • Value Creation
  • Innovation
  • Disruption
  • Change
Open Access

Business Model Innovation: How to Create Value in a Digital World

Published Online: 27 Apr 2017
Page range: 18 - 23

Abstract

Abstract

It is not only products or services that are becoming obsolete but also organizational processes and systems because they simply no longer create enough value. To seamlessly account for the digitalization of the business and the customer side, new ideas are mandatory, and the whole business model is increasingly becoming the new source of innovation. A new, smartly designed business model can increase the total value created for all stakeholders, including customers, partners and suppliers. The three design elements that characterize a company’s activity system are content, structure and governance. Changing one or more of these elements means changing the entire model, and if the new business model is “new to the world” and not just “new to the company” it can be considered real business model innovation. Content, structure and governance can be highly interdependent; they need to be in line with value creation and capture the goals of the company, such as its revenue model.

Keywords

  • Activity System
  • Business Model Innovation
  • Digital Innovation
  • Pokémon GO
  • Value Creation
Open Access

Platform Business: From Resources to Relationships

Published Online: 27 Apr 2017
Page range: 24 - 29

Abstract

Abstract

The driving force behind our internet economy is demand-side economies of scale, also known as network effects. These arise when users create value for other users and are enhanced by technologies that create efficiencies in social networking. While resource control and supply side efficiency used to be key success factors in the past, building platforms, orchestrating networks and managing relationships determine success in an increasingly digital world. Successful platforms seek to maximize the overall value of the whole system in a circular, revolving and feedback-driven process. By attracting more platform participants they are able to offer a higher value. The larger the network, the better the matches between supply and demand and the richer the data that can be used to find matches. Successful platforms put companies that use traditional business models at risk. Many companies are still highly competitive, but when platforms enter the same marketplace, the platforms usually win. Companies that fail to create platforms on their own or to integrate their business into existing platforms will be unable to compete for long.

Keywords

  • Platforms
  • Network Effects
  • Digital Transformation
  • Internet Economy
Open Access

Are You Too Successful to Digitalize? How to Fight Innovation Blindness

Published Online: 27 Apr 2017
Page range: 30 - 35

Abstract

Abstract

Digital transformation requires a digital mindset and new approaches to dealing with both decision risk and decision speed. Well-entrenched companies seem to hold all the assets needed to adapt and keep succeeding, but sometimes they don’t seem to adequately react to a disruptive threat; instead, they show symptoms of innovation blindness. They might overestimate their digital skills or their learning occurs too slowly and resources are being wasted. Deep expertise that used to be an asset turns into a liability because companies are stuck in old mental models. A few things can be done proactively to avoid major pitfalls in the digitalization of a business. Facts that are taken for granted need to be challenged and checked against reality to identify strategic failure in time. Whenever somebody assumes that something is “surely” true, a company’s alarm bells should go off. Moreover, top management needs to check if their digital projects not only scratch the surface but that they grasp the essence of what makes them successful: creating new added value, dramatically increasing speed and ease of use, reducing complexity, and lowering costs substantially. Also, a new approach to innovation, such as design thinking, encourages rapid prototyping and a fast-failure culture.

Keywords

  • Innovation Blindness
  • Digitalization
  • Digital Transformation
  • Business Models
  • Mental Models
Open Access

Crowdfunding: Financing Ventures in the Digital Era

Published Online: 27 Apr 2017
Page range: 36 - 41

Abstract

Abstract

Crowdfunding is a method of raising funds to support a venture, usually by raising small amounts from a large number of investors. Typically, a project creator posts a project on a platform seeking a certain amount of funds for some venture. Potential backers view the project and contribute money if they are convinced of the idea. In most cases, these backers receive something in return. Crowdfunding helps facilitate projects that would otherwise have fallen through the cracks. There are many success stories, but the average success rates are moderate. To succeed, it is necessary to manage the expectations of diverse stakeholders during the entire funding and development process. Success factors range from selecting the right platform to accurate communication all along the way. Prior experience helps, as well as a realistic assessment of the chances, so as not to disappoint the community.

Keywords

  • Crowdfunding
  • Digital Interactions
  • Platforms
  • Online Communities
  • Digital Economy
Open Access

From Point of Sale to Point of Need: How Digital Technology Is Transforming Retailing

Published Online: 27 Apr 2017
Page range: 42 - 47

Abstract

Abstract

Digital transformation has a strong impact on the retail industry. Activities that were once retail sector are moving to online stores, and specialized third parties are taking over physical distribution and payment. Naturally, store-based retailers are not taking this sitting down and many are reacting by starting to “digitalize” their point of sale. But in order to understand the true impact of digitalization and to react adequately, one needs to think backwards from the consumer and enter the scene at a much earlier stage. In our digital age, need occurrence, shopping and consumption are moving much closer in time and space and are being naturally integrated into our daily routine. If retailers still want their share, they have to build an ecosystem of presence and organize themselves around consumption and lived reality of their consumers. They have to be present in the mind of the consumer at the very instance a need arises. Being recalled in time matters now more than ever.

Keywords

  • Digitalization
  • POS
  • Retailing
  • Ambient Shopping
  • Customer Need
Open Access

Smart Cities, Livable Cities

Published Online: 27 Apr 2017
Page range: 48 - 52

Abstract

Abstract

Urbanization is a truly global trend, affecting populations in developed and emerging regions across all continents. To keep up with the rapid influx of new city dwellers, city leaders are turning to technology. One of the key challenges in many cities is providing safe drinking water. Other major issues in many cities across the developing world are traffic, parking, waste management, lighting, security, education and health care. The Internet of Things increasingly offers new ways to make our lives as citizens smarter, more efficient and more informed. For example, city governments can charge appropriate fees, deliver tailored services and manage public infrastructure while considering interdependencies. In order to successfully seize the opportunities associated with the current shifts and to anticipate what’s coming, city leaders need to recognize and address the interrelationship of all city challenges and their impact across all constituent groups in seeking solutions.

Keywords

  • Digital Transformation
  • Internet of Things
  • Smart Cities
  • Connected Communities
Open Access

Effective Display Advertising: Improving Engagement with Suitable Creative Formats

Published Online: 27 Apr 2017
Page range: 53 - 56

Abstract

Abstract

Online advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of such formats. Our research found that animated formats are superior to static formats in most settings. It confirms that they can improve engagement, since they can generate higher recall, attract user attention, and create favorability for the advertised brand. Yet, static formats can still be effective when it comes to price ads and re-targeting. Most interestingly, we found that re-targeted ads are effective only if they offer price incentives. Another interesting finding is that the tactic of serving blanks – for instance, for page views from foreign countries – can distort simple measures of campaign effectiveness, such as click-through rates.

Keywords

  • Display Advertising
  • Banner Ads
  • Targeting
  • Retargeting
  • Click-Through Rates
Open Access

Nivea and More: Digital Value Added Instead of Buzzword Bingo

Published Online: 27 Apr 2017
Page range: 58 - 62

Abstract

Abstract

“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea. It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity.

Keywords

  • Digital Marketing
  • Social Media
  • E-Commerce
  • Branding
  • Nivea

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