This study reviews growth configurations research published over the past 60 years. Numerous configuration models seek to clarify the management priorities in the early growth of companies. However, an extensive review is missing from the literature and the variability of attributes among the models leads to confusion. The study identifies 90 configuration studies, describes the common patterns and trends, and identifies well-covered areas and promising research challenges. This meta-analysis reveals increasing consensus on growth indicators, sharpening focus, increasing context and process specificity, and diversification. Future approaches are encouraged to 2 provide context-specific empirical studies, and to open new viewpoints.
The digital marketing environment is changing rapidly, and, for micro-enterprises, digital marketing is currently a vitally important opportunity. Attracting customers, engaging customers' interest and participation, retaining customers, learning customers' preferences and relating to customers are key strategies in building strong customer relationships. However, many enterprises ignore longer-term aspects of managing customer relationships. The study sought to contribute to a more in-depth understanding of micro-enterprises' current strategies in terms of new digital marketing tools that foster stronger customer relationships. Based on interviews of two digital marketing service providers, this paper describes how their micro-enterprise clients use digital marketing tools through the five elements of building customer relationships. The findings highlight the importance of a practical understanding of digital marketing tools, as the digital marketing environment changes rapidly. The human capital and digital tool knowledge of micro-enterprises' owner-managers have a great impact on these firms' digital marketing and, ultimately, their success.
Numerous configuration models have attempted to clarify management priorities during the early stages of business growth. Earlier reviews have focused on the basic, visible characteristics of these models. Less attention has been paid to research methodology and basic assumptions. This study aims to fill this gap by review of configuration studies conducted over the past six decades. The focused meta-analysis reveals what kinds of research strategies, choices and time horizons, and empirical evidence are utilised for development of the models and what alternative views the models provide in relation to the assumption of deterministic firm growth. The study opens fresh perspectives to methodology and assumptions of the configuration studies and provides guidelines for future research.
The purpose this study is to provide tangible examples of the rapid productisation (RP) challenges in high-tech companies in a sales situation. The need to respond quickly to customer preferences in a changing business environment poses new challenges for companies. RP, a new concept originating from practical challenges, seeks to add customer value in the sales negotiation. When an existing product and service portfolio does not satisfy the customer, RP provides a faster alternative to a new product development process. This study supports managers considering RP as an option to better serve customers and to increase agility within the organisation. It explores RP and presents challenges and preconditions for RP in a sales situation.
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