ipl-logo

Innovation And Digital Innovation

965 Words4 Pages

Literature Review
There are numerous findings and theories that discuss the effect of digital innovation on transforming consumer experiences. Digital Innovations have become an integral part of every business entity in today’s competitive business markets both domestic and international. The streams of revenue generated by companies are widely impacted by digital innovations. Digital innovation, is often termed as digitalization, or digital transformation which is said to be driven by “the changes associated with the application of digital technology in all aspects of human society” (Stolterman and Fors, 2004, p. 689). Innovation in digitalization disrupts the operational technology that in turn provides the “ability to turn existing products …show more content…

Post world war era, “what is known as modern business era” (Michael et al., 2008) has seen companies around the globe establishing the leadership in the business market by adopting and in many cases totally mastering digital innovation and transforming the way they do business. For instance the old "Mad Men" advertising agencies today have to be equipped to implement and digital products and services with innovative strategy (Johnson & Miller, 2003). FlipKart, Snapdeal, Jabong, Ebay, Quicker and Amazon are as much retailers and supply chain powerhouse as these are digital …show more content…

Dosi highlighted that digital transformation and innovation have already laid the way forward for business customers to link and connect with variety of commercial brands in new creative and innovative ways; frequently simplifying the buying/purchasing experience (Dosi 2005,p.66). Today, there is no question of the Content being mass, the movement of marketing getting smarter (not larger) has begun and enormous amount of marketing is taking place on consumers’ mobile that is connected to world wide web through internet. Online communication has already taken over; replacing the phone calls, land line and other telecommunication tools. Online communication is a day to day means of communication. Having multiple conversations amongst the firms and customers in a single same platform at the same time (within fractions of seconds) is almost a norm and takes the business marketing to greater heights. This is according to Jaubert and Marcu is “an important recognition” in any marketer’s business enhancement (Going Digital, p.90). Digital innovation provides social experience to customers. The innovation in digitalization has provided the ability to share purchases, trends, offers and opinions with many customers of

Show More
Related

  • Dermal Filler Marketing Strategy

    714 Words  | 3 Pages

    Digital marketing isn’t simple as many people think. There are numerous cases of these strategies failing for some service providers. Studies reveal that digital strategies fail for some people because they do it for themselves or hiring a young and inexperienced computer marketing Companies. Experienced agencies have experience handling numerous tasks. Additionally, they have hired experienced technicians.

    Read More

  • Technology: Technological Development, And The Evolution Of Technology

    721 Words  | 3 Pages

    Technology can be defined as “the branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society, and the environment”. (n.d.) Therefore, when we speak of technological evolution we can say that it is an “innovation and technology related hypothesis that describes the fundamental change of society through technical development”. Different theorists have their own perspective on the evolution of technology but, although each of their views differs from another, they shared certain common features, mechanism, and incidence in technology. Some theorists have developed distinct approaches to understanding the nature of the technological process and the relationship between technological development and the social world.

    Read More

  • Starbucks Ethical Sourcing Case Study

    945 Words  | 4 Pages

    Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing

    Read More

  • Xiaomi's Theory Of Disruptive Innovation

    964 Words  | 4 Pages

    Disruptive Innovation Xiaomi is often mentioned in the context of disruptive innovation. But does Xiaomi qualify? Figure 2.0 (Christensen ) https://www.interaction-design.org/literature/book/the-encyclopedia-of-human-computer-interaction-2nd-ed/disruptive-innovation The theory of disruptive innovation was introduced by Clayton Christensen, of Harvard Business School, in his book “The Innovator’s Dilemma” (1997).

    Read More

  • Impact Of Digital Marketing And Online Brand Alliance

    1949 Words  | 8 Pages

    TCii (2011) describes the importance of digital marketing that as the world is moving from analogue towards digital, people are consuming more and more digital content on a daily basis just as increased usage of mobiles, computers at works laptops and other gadgets-the companies who have yet not recognized this in their marketing strategies need to adopt it fast. The pace at which world is focusing on digital marketing it is possible that soon it will eliminate the traditional forms of

    Read More

  • Case Study Of Apple Inc.'s Diversification Strategy

    1442 Words  | 6 Pages

    Apple Inc. embraces diversification strategy as a means of promoting its viability in the market. Largely, the creation of the three products lines compounds the sources of the company’s income. In fact, the company does not rely on a single source of income because the product design belongs to different categories. This strategy cushions the business from suffering risks of associated with depending on a single business. According Hitt, Ireland, and Hoskisson (2014, p.135), the benefit of handling many products is that when one product fail or does poorly in the market, the business is would shift its attention of the best performing products.

    Read More

  • Branding Literature Review

    1157 Words  | 5 Pages

    2 LITERATURE REVIEW Several studies have been made on the branding of Institution especially, higher Institutions which includes Universities, Colleges and Business Schools. The importance of branding is well recognised in the branding literature. This chapter starts with a definition of key words in order to understand the terms of discussion and theoretical concepts relevant the research topic. The key words includes strategic positioning, brands, branding, business school, corporate branding, brand image and reputation and brand strategy, stakeholders.

    Read More

  • Pestel Analysis Of Advertising

    1564 Words  | 7 Pages

    However, choosing the appropriate technology is essential to the success of the advertising industry because different markets prefer different ways of conveying information. The use of applications in phones or e-commerce to order goods and services all over the world may be appropriate to a certain market, but media may be appropriate to an illiterate market (Porter, 1998). The development of smart phones is also an added advantage to the development of marketing activities in the advertising industries. For instance, in Singapore China the Taxi industry uses the application in the smart phones to access the consumers. Although the media are one of the appropriate medium to convey the adverts to the consumers,

    Read More

  • Informative Essay On Social Media

    1197 Words  | 5 Pages

    Introduction In this new era of internet, computers and cell phones play a vital role in business. The growth of technology is in its highest pace. Marketing and communication techniques also changed with the technology. With the growth of Internet, online social Medias have become important communication channels and also virtual communities have emerged.

    Read More

  • The Cause And Causes Of Online Shopping On The Internet

    996 Words  | 4 Pages

    Causes According to Amin & Noor (2013), the E-consumers generally refer to the purchaser of goods and services over electronic systems such as Internet and other computer networks. This new group of consumers is increasing in number over the years as on-line shopping become a trend and manifestation of modern life style. Based from the Paynter & Lim (2001), E-commerce would provide consumers with benefits such as interactive communications, fast delivery, and more customization that would only be available for consumers through online shopping. Product information in the Internet is more compact and it ranges from various sites.

    Read More

  • Impact Of E Commerce On Consumer Behaviour

    1462 Words  | 6 Pages

    Since the beginning of the 1990’s, e-commerce has radically changed consumer behaviour by introducing new retail channels (Ngai and Gunasekaran, 2007). Serious attempts to trade online started to emerge in the mid-1990s wheninnovative, technically savvy companies responded to the opportunities and challenges posed by the internet, to develop sophisticated web sites to serve customers, in their homes (Rayport and Sviokla, 1994). The present retail environment is characterised by new, store and non- store, retailing formats, a wide range of new products, use of new information and communication technologies and consequently, the changing customer needs. Moreover, the dynamic lifestyle conditions of consumers has resulted a change in their personal environment that contributes to a profound change in customer behaviour (Schröder and Zaharia, 2008). Retailing in the 21st century means doing business with customers on their terms (Mathwicket al., 2002).

    Read More

  • The Digital Marketing Strategy: Starbucks And Digital Marketing Strategies

    1667 Words  | 7 Pages

    Most people today, own one at least one technological device which could be one of the access platforms that form online channels the company may apply for their digital marketing to achieve profitability and retention of customers. Chaffey and Ellis-Chadwick (2012)  state that a digital marketing strategy is constantly needed to provide a sense of direction for an organization’s online marketing activities so that they integrate with its other marketing activities and support its overall business goals. According to Parise et al.

    Read More

  • Advantages Of Marketing Communication Mix

    3247 Words  | 13 Pages

    Online Marketing Internet and powerful mobile technologies have rapidly increased company efforts to market their products and services and build customer relationships via websites, social media, e-commerce, mobile apps, online promotions etc. These are very powerful tools, especially to reach the younger generations of tech savvy

    Read More

  • Electronic Word Of Mouth Advantages And Disadvantages

    1282 Words  | 6 Pages

    People can reach nowadays more information about the products and services that they are intending to buy. Consumers can either search for marketer-generated information or the information generated by other consumers. In addition, both consumers and marketers can post visual instruments via the Internet, such as images and videos. On the one hand, this is a great opportunity for marketers to release their products and services in a cost-effective way; and, on the other hand, this gives consumers an opportunity to get visually-supported information which will, in turn, help them to make better decisions. Furthermore, the Internet provides a convenient way for marketers and consumers to communicate with one another.

    Read More

  • E-Commerce In Mauritius

    1049 Words  | 5 Pages

    1.0) Introduction 1.1) Background During the past decades, the retailing industry has gone through many important changes. Saturated markets, fierce competition, and the turbulent macro-economic environment have condemned retailers to reconsider their retail strategy. Actually there are four factors which have constantly been reshaping the world of business – technological advances such as the internet, the loss of geographic advantage resulting from globalization, the shake-up of the traditional industries as a result of de-regulation and the rising power of the modern and complex consumer. However one of the most important factors remains the evolution of the Internet.

    Read More

More about Innovation And Digital Innovation

Open Document