Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved]
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 tow...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2022-02-01
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| Series: | Emerald Open Research |
| Subjects: | |
| Online Access: | https://emeraldopenresearch.com/articles/2-52/v2 |
| _version_ | 1797996368293265408 |
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| author | Joe Morecroft Paul Levy Mona Rashidirad |
| author_facet | Joe Morecroft Paul Levy Mona Rashidirad |
| author_sort | Joe Morecroft |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-11T10:16:29Z |
| format | Article |
| id | doaj.art-9e8c857293994ac6b779ac236ecbcda4 |
| institution | Directory Open Access Journal |
| issn | 2631-3952 |
| language | English |
| last_indexed | 2024-04-11T10:16:29Z |
| publishDate | 2022-02-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Emerald Open Research |
| spelling | doaj.art-9e8c857293994ac6b779ac236ecbcda42022-12-22T04:29:58ZengEmerald PublishingEmerald Open Research2631-39522022-02-01215547Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved]Joe Morecroft0Paul Levy1https://orcid.org/0000-0001-6292-2543Mona Rashidirad2https://orcid.org/0000-0001-7536-195XBrighton Business School, University of Brighton, Brighton, United KingdomBrighton Business School, University of Brighton, Brighton, United KingdomSussex Business School, University of Sussex, Brighton, United KingdomBased 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.https://emeraldopenresearch.com/articles/2-52/v2Responsible management SME digital strategy Porter’s Generic Strategies pull vs push strategyeng |
| spellingShingle | Joe Morecroft Paul Levy Mona Rashidirad Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] Emerald Open Research Responsible management SME digital strategy Porter’s Generic Strategies pull vs push strategy eng |
| title | Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] |
| title_full | Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] |
| title_fullStr | Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] |
| title_full_unstemmed | Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] |
| title_short | Developing a transformational digital strategy in an SME: The role of responsible management [version 2; peer review: 2 approved] |
| title_sort | developing a transformational digital strategy in an sme the role of responsible management version 2 peer review 2 approved |
| topic | Responsible management SME digital strategy Porter’s Generic Strategies pull vs push strategy eng |
| url | https://emeraldopenresearch.com/articles/2-52/v2 |
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