This paper presents a discussion of results from an ongoing project, specifically providing an in-depth case study of a digital marketing innovator playing an important role for online brand engagement within its service ecosystem and how they are helping to facilitate the exchange of value and have a positive social impact. In particular, examples of focal company's digital marketing innovations are examined to understand: what roles various actors are playing, how the ecosystem is structured and what precisely is being exchanged. This manuscript offers a different perspective of digital marketing innovations from a traditional brand-centric view, to stimulate businesses and service providers to think out of the box and include the evaluation of the social impact of their technological innovations.

Digital Marketing Innovations and their role in service ecosystems, the exchange of value and social impact

SIGNORI, Paola;
2016-01-01

Abstract

This paper presents a discussion of results from an ongoing project, specifically providing an in-depth case study of a digital marketing innovator playing an important role for online brand engagement within its service ecosystem and how they are helping to facilitate the exchange of value and have a positive social impact. In particular, examples of focal company's digital marketing innovations are examined to understand: what roles various actors are playing, how the ecosystem is structured and what precisely is being exchanged. This manuscript offers a different perspective of digital marketing innovations from a traditional brand-centric view, to stimulate businesses and service providers to think out of the box and include the evaluation of the social impact of their technological innovations.
2016
9791220013840
service ecosystem
digital communication
innovation
sustainability
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/951429
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social impact