DIGITAL BUSINESS-TO-BUSINESS MARKETING COMMUNICATIONS IN EMERGING MARKETS – Developing Business Marketing in Russia

The core idea of this Master's Thesis was that five key characteristics – market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure – of emerging markets are radically different from the traditional industrialized capitalist society and they will require us to rethink the core assumptions of business-to-business marketing, such as business relationships, marketing communication elements, and digitalization. In this research, Russia is considered to be an emerging market that reflects the aforementioned theoretical characteristics. The research was a qualitative case study and furthermore a collective case study. In the beginning three digital marketing professionals were interviewed to better understand digital B2B marketing. The actual research data was collected through seven structured theme interviews with representatives of the case companies operating in Russia. The selection of case companies included three business consulting companies and four industrial companies. The aim of this qualitative study was to understand and clarify how business marketing exploits digital marketing methods as a part of the chosen business marketing strategy under emerging markets’ special conditions. This objective was divided in three research questions: 1) How the chosen marketing strategy reflects in the business marketing process? 2) How digital marketing communication contributes to business marketing? 3) How are the emerging markets’ characteristics reflected in the business marketing process? The main research findings indicate that digital business-to-business marketing communications can be useful and effective. Moreover, business DMC can be defined and structured in a reasonable way. The company's prevalent marketing paradigm and the chosen marketing strategy reflect in the business marketing process, and in utilizing digital marketing communications. The assumption that emerging markets set an environment with special characteristics for business marketing was supported by the study. However, the business environmental aspects were not considerably disturbing digital B2B marketing, but making it even more reasonable to harness in Russia.

Value of Information Logistics Integration in Digital Business Ecosystem

Digital business ecosystems (DBE) are becoming an increasingly popular concept for modelling and building distributed systems in heterogeneous, decentralized and open environments. Information- and communication technology (ICT) enabled business solutions have created an opportunity for automated business relations and transactions. The deployment of ICT in business-to-business (B2B) integration seeks to improve competitiveness by establishing real-time information and offering better information visibility to business ecosystem actors. The products, components and raw material flows in supply chains are traditionally studied in logistics research. In this study, we expand the research to cover the processes parallel to the service and information flows as information logistics integration. In this thesis, we show how better integration and automation of information flows enhance the speed of processes and, thus, provide cost savings and other benefits for organizations. Investments in DBE are intended to add value through business automation and are key decisions in building up information logistics integration. Business solutions that build on automation are important sources of value in networks that promote and support business relations and transactions. Value is created through improved productivity and effectiveness when new, more efficient collaboration methods are discovered and integrated into DBE. Organizations, business networks and collaborations, even with competitors, form DBE in which information logistics integration has a significant role as a value driver. However, traditional economic and computing theories do not focus on digital business ecosystems as a separate form of organization, and they do not provide conceptual frameworks that can be used to explore digital business ecosystems as value drivers—combined internal management and external coordination mechanisms for information logistics integration are not the current practice of a company’s strategic process. In this thesis, we have developed and tested a framework to explore the digital business ecosystems developed and a coordination model for digital business ecosystem integration; moreover, we have analysed the value of information logistics integration. The research is based on a case study and on mixed methods, in which we use the Delphi method and Internetbased tools for idea generation and development. We conducted many interviews with key experts, which we recoded, transcribed and coded to find success factors. Qualitative analyses were based on a Monte Carlo simulation, which sought cost savings, and Real Option Valuation, which sought an optimal investment program for the ecosystem level. This study provides valuable knowledge regarding information logistics integration by utilizing a suitable business process information model for collaboration. An information model is based on the business process scenarios and on detailed transactions for the mapping and automation of product, service and information flows. The research results illustrate the current cap of understanding information logistics integration in a digital business ecosystem. Based on success factors, we were able to illustrate how specific coordination mechanisms related to network management and orchestration could be designed. We also pointed out the potential of information logistics integration in value creation. With the help of global standardization experts, we utilized the design of the core information model for B2B integration. We built this quantitative analysis by using the Monte Carlo-based simulation model and the Real Option Value model. This research covers relevant new research disciplines, such as information logistics integration and digital business ecosystems, in which the current literature needs to be improved. This research was executed by high-level experts and managers responsible for global business network B2B integration. However, the research was dominated by one industry domain, and therefore a more comprehensive exploration should be undertaken to cover a larger population of business sectors. Based on this research, the new quantitative survey could provide new possibilities to examine information logistics integration in digital business ecosystems. The value activities indicate that further studies should continue, especially with regard to the collaboration issues on integration, focusing on a user-centric approach. We should better understand how real-time information supports customer value creation by imbedding the information into the lifetime value of products and services. The aim of this research was to build competitive advantage through B2B integration to support a real-time economy. For practitioners, this research created several tools and concepts to improve value activities, information logistics integration design and management and orchestration models. Based on the results, the companies were able to better understand the formulation of the digital business ecosystem and the importance of joint efforts in collaboration. However, the challenge of incorporating this new knowledge into strategic processes in a multi-stakeholder environment remains. This challenge has been noted, and new projects have been established in pursuit of a real-time economy.

Factors affecting regional SMEs progression to Digital Business Ecosystems

SMEs are widely recognized as an important driving force of economic growth, yet, their uptake of ICT is still very low. Tosupport SMEs ICT adoption and to foster regional development, in 2000, the Lisbon Strategy on the Information Society andKnowledge-based economy created a vision for 2010 towards the creation of the European Digital Business Ecosystems(DBE). This paper is positioned within that context and reports upon a project involving 6000 SMEs whose aim was tosupport ICT adoption and to encourage SME networks through the creation of a Regional Business Portal. The papere xplores factors affecting the regional SMEs participating in the DBE. An in-depth longitudinal case study approach was adopted and multiple sources of evidence were used. Many factors affecting SMEs progression to DBE were identified:including people and organization, environmental, diffusion networks, technological, regional and time factors

Local skirmishes in the contruction of (global) digital business communication technologies

This paper applies Latour’s 1992 translation map as a device to explore the development of and recent conflict between two data standards for the exchange of business information – EDIFACT and XBRL. Our research is focussed in France, where EDIFACT is well established and XBRL is just emerging. The alliances supporting both standards are local and global. The French/European EDIFACT is promulgated through the United Nations while a consortium of national jurisdictions and companies has coalesced around the US initiated XBRL International (XII). We suggest cultural differences pose a barrier to co-operation between the two networks. Competing data standards create the risk of switching costs. The different technical characteristics of the standards are identified as raising implications for regulators and users. A key concern is the lack of co-ordination of data standard production and the mechanisms regulatory agencies use to choose platforms for electronic data submission.

Digital business reporting standards:mapping the battle in France

Government agencies use information technology extensively to collect business data for regulatory purposes. Data communication standards form part of the infrastructure with which businesses must conform to survive. We examine the development of, and emerging competition between, two open business reporting data standards adopted by government bodies in France; EDIFACT (incumbent) and XBRL (challenger). The research explores whether an incumbent may be displaced in a setting in which the contention is unresolved. We apply Latour’s (1992) translation map to trace the enrolments and detours in the battle. We find that regulators play an important role as allies in the development of the standards. The antecedent networks in which the standards are located embed strong beliefs that become barriers to collaboration and fuel the battle. One of the key differentiating attitudes is whether speed is more important than legitimacy. The failure of collaboration encourages competition. The newness of XBRL’s technology just as regulators need to respond to an economic crisis and its adoption by French regulators not using EDIFACT create an opportunity for the challenger to make significant network gains over the longer term. ANT also highlights the importance of the preservation of key components of EDIFACT in ebXML.

Digital business discourse

Digital Business Discourse offers a distinctively language- and discourse-centered approach to digitally mediated business and professional communication, providing a timely and comprehensive assessment of the current digital communication practices of today's organisations and workplaces. It is the first dedicated publication to address how computer-mediated communication technologies affect institutional discourse practices, bringing together scholarship from a range of disciplinary backgrounds, including organisational and management studies, rhetorical and communication studies, communication training and discourse analysis. Covering a wide spectrum of communication technologies, such as email, instant messaging, message boards, Twitter, corporate blogs and consumer reviews, the chapters gather research drawing on empirical data from real professional contexts. In this way, the book contributes to both academic scholarship and business communication training, enabling researchers, trainers and practitioners to deepen their understanding of the impact of new communication technologies on professional and corporate communication practices.

B2C Digital business presence in the automobile industry

The purpose of this work is to investigate the digital online- and website- presence of the international automobile industry. The focus is on the business-to-consumer area to find out how digital communication is designed and if there are differences in the design dependent on the type of company or its cultural origin. The research is based on different quantitative as well as qualitative studies. After the selection and validation of the test sample, a qualitative content analysis for each corporate website in the test sample is conducted. Then, an extensive quantitative content analysis is applied. In a third step interviews with nine different experts from different sectors of the automobile company are carried out to validate the previous findings and obtain deeper insights. All of the findings are statistically analyzed and comprehensively evaluated.

Online presence of the international automobile industry: evaluation of the digital business representation in the business to consumer section of the international automobile industry

Tesis inédita presentada en la Universidad Europea de Madrid. Facultad de Ciencias Sociales. Programa de Doctorado en Economía y Empresa

Introduction: business communication in the digital age – fresh perspectives

Digital Business Discourse offers a distinctively language- and discourse-centered approach to digitally mediated business and professional communication, providing a timely and comprehensive assessment of the current digital communication practices of today's organisations and workplaces. It is the first dedicated publication to address how computer-mediated communication technologies affect institutional discourse practices, bringing together scholarship from a range of disciplinary backgrounds, including organisational and management studies, rhetorical and communication studies, communication training and discourse analysis. Covering a wide spectrum of communication technologies, such as email, instant messaging, message boards, Twitter, corporate blogs and consumer reviews, the chapters gather research drawing on empirical data from real professional contexts. In this way, the book contributes to both academic scholarship and business communication training, enabling researchers, trainers and practitioners to deepen their understanding of the impact of new communication technologies on professional and corporate communication practices.

The need of performance indicators for collaborative business ecosystems

During last decades there has been a trend to build collaboration platforms as enablers for groups of enterprises to jointly provide integrated services and products. As a result, the notion of business ecosystem is getting wider acceptance. However, a critical issue that is still open, despite some efforts in this area, is the identification of adequate performance indicators to measure and motivate sustainable collaboration. This work-in-progress addresses this concern, briefly presenting the state of the art of relevant contributing areas such as, collaborative networks, business ecosystems, enterprise performance indicators, social networks analysis, and supply chains. Complementarily, through an assessment of current gaps, the research challenges are identified and an approach for further development is proposed.

DYNAMOD – A dynamic agent based modelling framework for digital businesses

Digital Businesses have become a major driver for economic growth and have seen an explosion of new startups. At the same time, it also includes mature enterprises that have become global giants in a relatively short period of time. Digital Businesses have unique characteristics that make the running and management of a Digital Business much different from traditional offline businesses. Digital businesses respond to online users who are highly interconnected and networked. This enables a rapid flow of word of mouth, at a pace far greater than ever envisioned when dealing with traditional products and services. The relatively low cost of incremental user addition has led to a variety of innovation in pricing of digital products, including various forms of free and freemium pricing models. This thesis explores the unique characteristics and complexities of Digital Businesses and its implications on the design of Digital Business Models and Revenue Models. The thesis proposes an Agent Based Modeling Framework that can be used to develop Simulation Models that simulate the complex dynamics of Digital Businesses and the user interactions between users of a digital product. Such Simulation models can be used for a variety of purposes such as simple forecasting, analysing the impact of market disturbances, analysing the impact of changes in pricing models and optimising the pricing for maximum revenue generation or a balance between growth in usage and revenue generation. These models can be developed for a mature enterprise with a large historical record of user growth rate as well as for early stage enterprises without much historical data. Through three case studies, the thesis demonstrates the applicability of the Framework and its potential applications.

Deconstruction-analysis-explanation:contextualization in professional digital discourse

It is already a truism that emerging communication technologies have changed the landscape of communication in every aspect of our lives, but this is specifically true for how we communicate at work. Advances in communication technologies have enabled a wide range of digital communication modes to be utilized for both internal and external business communication; including audio and visual communication and voice-over protocols, as well as text-based channels, such as email, forums, instant messaging and social media. In spite of the wide range of available audio-visual channels, and despite the ever-increasing popularity of email, real-time text-based communication technologies (instant messaging or IM) are also on the rise (see Mak, 2014; Pazos et al., 2013; Radicati & Levenstein, 2013; and Markman in this volume). The prominence of IM is evident in the rise of this mode of communication, not only as a tool for internal business communication, but as a front-stage channel, particularly for customer service encounters or professional-client conversations (Makarem et al., 2009; Pearce et al., 2013; L. Zhang et al., 2011).

Creating and measuring customer value in digital businesses

Most economic transactions nowadays are due to the effective exchange of information in which digital resources play a huge role. New actors are coming into existence all the time, so organizations are facing difficulties in keeping their current customers and attracting new customer segments and markets. Companies are trying to find the key to their success and creating superior customer value seems to be one solution. Digital technologies can be used to deliver value to customers in ways that extend customers’ normal conscious experiences in the context of time and space. By creating customer value, companies can gain the increased loyalty of existing customers and better ways to serve new customers effectively. Based on these assumptions, the objective of this study was to design a framework to enable organizations to create customer value in digital business. The research was carried out as a literature review and an empirical study, which consisted of a web-based survey and semi-structured interviews. The data from the empirical study was analyzed as mixed research with qualitative and quantitative methods. These methods were used since the object of the study was to gain deeper understanding about an existing phenomena. Therefore, the study used statistical procedures and value creation is described as a phenomenon. The framework was designed first based on the literature and updated based on the findings from the empirical study. As a result, relationship, understanding the customer, focusing on the core product or service, the product or service quality, incremental innovations, service range, corporate identity, and networks were chosen as the top elements of customer value creation. Measures for these elements were identified. With the measures, companies can manage the elements in value creation when dealing with present and future customers and also manage the operations of the company. In conclusion, creating customer value requires understanding the customer and a lot of information sharing, which can be eased by digital resources. Understanding the customer helps to produce products and services that fulfill customers’ needs and desires. This could result in increased sales and make it easier to establish efficient processes.

Negócio digital : a internacionalização das empresas portuguesas de turismo

Dissertação de Mestrado em Informação e Sistemas Empresariais apresentada à Universidade Aberta em associação com o Instituto Superior Técnico