![]() ![]() ![]() Theoretical background 2.1 Business model innovation driven by DT Finally, we conclude the paper, highlighting implications for theory and practice, and future research paths. We then present the main findings and discuss them. Then, we provide the research methodology, data collection and analysis. In the next section, we present the theoretical background of BMI driven by the DT in MC. Based on longitudinal data from the leading MCFs, our findings illustrate how MCFs innovate their BM to offer DT solutions. To answer the question, we conduct a qualitative study by collecting and analyzing data from the major international MCFs in Europe. ![]() As MCFs are the engine of management innovation and the main actors in promoting DT, this paper aims to answer the following research question: How do MCFs innovate their BMs to provide DT consulting services effectively? Understanding the changing nature of their BM in the DT is a highly relevant question for management studies that this paper aims to address. One notable exception is Anand et al.'s (2007) seminal work on the emergence of new practices in MCFs, but their contribution is far from a comprehensive picture of BMIs in MCFs with no reference to DT. Moreover, it is somehow paradoxical that recent BMI literature has examined new ventures ( Snihur and Zott, 2020) or focused on cultural and creative industries ( Landoni et al., 2020) but remains salient on MCFs that are the leading players in introducing BMIs in other client firms across different industries. However, our understanding of how MCFs innovate their business models (BMs) is limited, especially concerning the current DT ( Cerruti et al., 2019). ![]() The role of MCFs as agents of innovation and knowledge brokers has been extensively investigated in the literature (see, for example, Anand et al., 2007). Since 2015, consulting related to DT – or “technology-driven consulting” – is the fastest-growing management consulting (MC) service line in Europe ( FEACO, 2019). Their service offering includes strategic advisory for decision-making in planning and executing new technologies for business practices ( FEACO, 2015). As highlighted by the European Federation of Management Consultancies Associations (FEACO), MCFs are supporting organizations in assessing their information technology (IT) strategies to reach a fit between technology and business strategy. MCFs are playing a predominant role in enabling digital transformation (DT). Management consulting firms (MCFs) play a central role in the diffusion of management innovation ( Birkinshaw et al., 2008) and business model innovations (BMIs) across different industries ( Osterwalder and Pigneur, 2010). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. The results of the study provide several theoretical and practical implications.Copyright © 2021, Ernesto Tavoletti, Niloofar Kazemargi, Corrado Cerruti, Cecilia Grieco and Andrea Appolloni License Consumers who have high satisfaction will purchase products repeatedly and more frequently. And the study found that a positive relationship between consumer satisfaction and purchase intention in the future. Perceived product quality positively impact to consumer satisfaction, thus entrepreneur should make consumers perceived the better quality of products more than other products. Resulting in the study suggest that Laos consumers will not reject Thai products because of history animosity towards Thailand which country of origin of products but also because its marketing strategy. Low level of consumer animosity will be positively related to perceived product quality. About 5 hypotheses were tested and confirmed by the data. The structural equation modeling was used to analyzed the purchase intention model for Laos consumers. Data were collected from 1,690 Laos consumers in Thailand and Lao Peoples Democratic Republic (Lao PDR) border trade via questionnaires. Abstract: This research studied in the relationships of consumer animosity and marketing mix to perceived product quality, consumer satisfaction and purchase intention of consumer behavior of Laos consumers effect to Thai products. ![]()
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