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Article
Publication date: 4 February 2022

Paul Levy, Joe Morecroft and Mona Rashidirad

Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant…

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Abstract

Based on the case study of an SME company in the United Kingdom (which we will call SweetStar Cloud), this paper examines the attempts of the company to achieve significant strategic change. The company is attempting to move from being a tradition managed service provider of information services towards becoming a significant influencer in the market for digital services in the UK. As part of a knowledge transfer partnership (KTP), a local UK University has been closely involved in developing this new strategic direction and it is well poised to present and analyse the story. From the use of tried and tested strategic tools, including Porter's generic strategies and segmentation and targeting, the company has also embraced digital-specific approaches for developing partnerships with clients, developing pilot projects and experimenting with its use of social media. At the heart of this research is an analysis of the move from push marketing towards models of attraction. This paper aims to explore how traditional strategic tools are still applicable in the digital era alongside new tactical approaches in the digital sector. This aim has led to an approach to business that is responsible, in terms of moving away from a traditional push-selling model to one of partnership with customers at a strategic level. Strategy in dynamic markets often highlights responsiveness as a key success factor. The ability to respond (a response-ability) requires more agile companies. As SweetStar Cloud has developed its strategy, it has focused in achieving this more effective ability to respond through a more collaborative approach. In this sense, agile response-ability converges with business responsibility, as new abilities in communication, cooperation and trust development become key.

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Emerald Open Research, vol. 1 no. 12
Type: Research Article
ISSN: 2631-3952

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Book part
Publication date: 23 September 2013

Abstract

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The Role of Emotion and Emotion Regulation in Job Stress and Well Being
Type: Book
ISBN: 978-1-78190-586-9

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Article
Publication date: 25 January 2011

899

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Journal of Managerial Psychology, vol. 26 no. 1
Type: Research Article
ISSN: 0268-3946

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Book part
Publication date: 14 August 2017

Abstract

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Power, Politics, and Political Skill in Job Stress
Type: Book
ISBN: 978-1-78743-066-2

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Book part
Publication date: 6 September 2021

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Examining and Exploring the Shifting Nature of Occupational Stress and Well-Being
Type: Book
ISBN: 978-1-80117-422-0

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Article
Publication date: 18 October 2011

608

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Kybernetes, vol. 40 no. 9/10
Type: Research Article
ISSN: 0368-492X

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Book part
Publication date: 9 September 2019

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Examining the Role of Well-being in the Marketing Discipline
Type: Book
ISBN: 978-1-78973-946-6

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Book part
Publication date: 20 July 2017

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Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-1-78714-709-6

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Article
Publication date: 1 August 2002

Mary Meernik and Barbara Glover

221

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Library Hi Tech News, vol. 19 no. 8
Type: Research Article
ISSN: 0741-9058

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Book part
Publication date: 22 November 2023

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Stress and Well-being at the Strategic Level
Type: Book
ISBN: 978-1-83797-359-0

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