Paperback
Cases on Digital Entrepreneurship
How Digital Technologies are Transforming the Entrepreneurial Process in Existing Businesses and Start-ups
9781035329205 Edward Elgar Publishing
How are digital technologies changing the creation of new ventures? What are the critical skills for entrepreneurs in the digital age? How does digitalization change product design and communication with customers? How can small businesses in non-digital industries overcome the digital divide? This book helps answer these questions through real-world case studies and lessons learnt from the perspectives of real entrepreneurs in various industries, countries and types of business.
More Information
Critical Acclaim
Contributors
Contents
More Information
How are digital technologies changing the creation of new ventures? What are the critical skills for entrepreneurs in the digital age? How does digitalization change product design and communication with customers? How can small businesses in non-digital industries overcome the digital divide? This book helps answer these questions through real-world case studies and lessons learnt from the perspectives of real entrepreneurs in various industries, countries and types of business. Each case has abundant materials to support learning and reflection, including:
• discussion questions and assignments to stretch students
• decision-making simulations
• rich and detailed teaching notes to help enliven your teaching.
Highlighting how entrepreneurship is changing in the digital age, this book will be an excellent resource for teachers and students of entrepreneurship, innovation management, new venture creation, marketing and strategy.
• discussion questions and assignments to stretch students
• decision-making simulations
• rich and detailed teaching notes to help enliven your teaching.
Highlighting how entrepreneurship is changing in the digital age, this book will be an excellent resource for teachers and students of entrepreneurship, innovation management, new venture creation, marketing and strategy.
Critical Acclaim
‘This book highlights the diversity and dynamism of digital entrepreneurship. Through case studies drawn from multiple industries and different countries, including the Global South, readers are introduced to the challenges and opportunities associated with digital technologies. These are varied, as are the tools that the book provides to help readers understand how the cases developed. Through combining the cases and tools, what emerges is a rich set of insights into digital entrepreneurship, enabling readers to develop their analytical skills and further their understanding of this area.’
– Jason Whalley, University of Northumbria, UK
‘Digital entrepreneurship has such a broad scope that it is sometimes difficult to discern what is being talked about when we hear this term. The present collection brings together a series of concrete case studies that delve into the details of what digital entrepreneurship means in practice and in specific contexts. This collection provides a valuable resource to entrepreneurship educators that want to provide their students with tangible and well-researched accounts from the real-world trenches of digital entrepreneurship.’
– Mohammad Keyhani, University of Calgary, Canada
– Jason Whalley, University of Northumbria, UK
‘Digital entrepreneurship has such a broad scope that it is sometimes difficult to discern what is being talked about when we hear this term. The present collection brings together a series of concrete case studies that delve into the details of what digital entrepreneurship means in practice and in specific contexts. This collection provides a valuable resource to entrepreneurship educators that want to provide their students with tangible and well-researched accounts from the real-world trenches of digital entrepreneurship.’
– Mohammad Keyhani, University of Calgary, Canada
Contributors
Contributors: Rubén A. Ascúa, Cesar Bandera, Maria Bogren, José A. Borello, Ricky Celennta, Odile De Saint Julien, Pasquale Del Vecchio, John DiMarco, Michael Dominik, Paul Drews, Gianluca Elia, Rosangela Feola, Davide Gamba, Carmine Gibaldi, Luca Iandoli, Marco Valerio Izzo, Matteo Kalchschmidt, Dmitry Katalevsky, Alessando Margherita, Andrea Minetti, Tommaso Minola, Roberto Parente, Katia Passerini, Katia Richomme-Huet, Ada Scupola, Giustina Secundo, Anna Sörensson, Jan K. Tänzler, Nils J. Tschoppe
Contents
Contents:
Introduction to Cases on Digital Entrepreneurship: digital
entrepreneurship as digital transformation xvii
Luca Iandoli and Carmine Gibaldi
1 What do my customers really want? Pivoting digital
technology and business models in emergency response
management 1
Cesar Bandera and Katia Passerini
2 The dark side of a student online startup 11
Michael Dominik
3 E-Bro APS: opportunities and challenges for digital social
entrepreneurs 24
Ada Scupola
4 The role of digital technologies in the development of the
Shape Stretch body stretching bar: a case study in product
innovation and management resources 35
John DiMarco
5 Agroads case: technological solutions for the agricultural sector 45
Rubén A. Ascúa, Andrea Minetti and José A. Borello
6 Leveraging collaboration between academic research and
SMEs to support digital transformation in the agri-food
Italian industry: the case of Santomiele 58
Roberto Parente, Rosangela Feola and Ricky Celenta
7 Bringing the traditional farm into the digital era:
entrepreneurship with digitalization and diversification 75
Anna Sörensson and Maria Bogren
8 Escaping the “tortoise shell paradox”: digitalization and
servitization in the green building construction industry –
the case of Marlegno 90
Davide Gamba, Tommaso Minola and Matteo Kalchschmidt
9 The case of Dodo Pizza: how a Russian pizza making
startup transformed itself into a thriving digital company 102
Dmitry Katalevsky
10 Digital entrepreneurship for influencer marketing: the case
of Buzzoole 116
Gianluca Elia, Alessandro Margherita, Pasquale Del
Vecchio, Giustina Secundo and Marco Valerio Izzo
11 Between agility and growth: (re-)designing the IT
landscape of a digital gazelle in the online marketing industry 130
Nils J. Tschoppe, Jan K. Tänzler and Paul Drews
12 Lenali, the first audio social media: the Malian app
empowering small-business owners 145
Katia Richomme-Huet and Odile De Saint Julien
Chapter 1: teaching notes 160
Cesar Bandera and Katia Passerini
Chapter 2: teaching notes 165
Michael Dominik
Chapter 3: teaching notes 173
Ada Scupola
Chapter 4: teaching notes 180
John DiMarco
Chapter 5: teaching notes 184
Rubén A. Ascúa, Andrea Minetti and José A. Borello
Chapter 6: teaching notes 190
Roberto Parente, Rosangela Feola and Ricky Celenta
Chapter 7: teaching notes 201
Anna Sörensson and Maria Bogren
Chapter 8: teaching notes 205
Anna Sörensson and Maria Bogren
Chapter 9: teaching notes 214
Dmitry Katalevsky
Chapter 10: teaching notes 225
Gianluca Elia, Alessandro Margherita, Pasquale Del Vecchio, Giustina
Secundo and Marco Valerio Izzo
Chapter 11: teaching notes 230
Nils J. Tschoppe, Jan K. Tänzler and Paul Drews
Chapter 12: teaching notes 238
Katia Richomme-Huet and Odile De Saint Julien
index
Introduction to Cases on Digital Entrepreneurship: digital
entrepreneurship as digital transformation xvii
Luca Iandoli and Carmine Gibaldi
1 What do my customers really want? Pivoting digital
technology and business models in emergency response
management 1
Cesar Bandera and Katia Passerini
2 The dark side of a student online startup 11
Michael Dominik
3 E-Bro APS: opportunities and challenges for digital social
entrepreneurs 24
Ada Scupola
4 The role of digital technologies in the development of the
Shape Stretch body stretching bar: a case study in product
innovation and management resources 35
John DiMarco
5 Agroads case: technological solutions for the agricultural sector 45
Rubén A. Ascúa, Andrea Minetti and José A. Borello
6 Leveraging collaboration between academic research and
SMEs to support digital transformation in the agri-food
Italian industry: the case of Santomiele 58
Roberto Parente, Rosangela Feola and Ricky Celenta
7 Bringing the traditional farm into the digital era:
entrepreneurship with digitalization and diversification 75
Anna Sörensson and Maria Bogren
8 Escaping the “tortoise shell paradox”: digitalization and
servitization in the green building construction industry –
the case of Marlegno 90
Davide Gamba, Tommaso Minola and Matteo Kalchschmidt
9 The case of Dodo Pizza: how a Russian pizza making
startup transformed itself into a thriving digital company 102
Dmitry Katalevsky
10 Digital entrepreneurship for influencer marketing: the case
of Buzzoole 116
Gianluca Elia, Alessandro Margherita, Pasquale Del
Vecchio, Giustina Secundo and Marco Valerio Izzo
11 Between agility and growth: (re-)designing the IT
landscape of a digital gazelle in the online marketing industry 130
Nils J. Tschoppe, Jan K. Tänzler and Paul Drews
12 Lenali, the first audio social media: the Malian app
empowering small-business owners 145
Katia Richomme-Huet and Odile De Saint Julien
Chapter 1: teaching notes 160
Cesar Bandera and Katia Passerini
Chapter 2: teaching notes 165
Michael Dominik
Chapter 3: teaching notes 173
Ada Scupola
Chapter 4: teaching notes 180
John DiMarco
Chapter 5: teaching notes 184
Rubén A. Ascúa, Andrea Minetti and José A. Borello
Chapter 6: teaching notes 190
Roberto Parente, Rosangela Feola and Ricky Celenta
Chapter 7: teaching notes 201
Anna Sörensson and Maria Bogren
Chapter 8: teaching notes 205
Anna Sörensson and Maria Bogren
Chapter 9: teaching notes 214
Dmitry Katalevsky
Chapter 10: teaching notes 225
Gianluca Elia, Alessandro Margherita, Pasquale Del Vecchio, Giustina
Secundo and Marco Valerio Izzo
Chapter 11: teaching notes 230
Nils J. Tschoppe, Jan K. Tänzler and Paul Drews
Chapter 12: teaching notes 238
Katia Richomme-Huet and Odile De Saint Julien
index
