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Title
Intelligent business transformation through marketspecific value network analysis : Structured interventions and process bootstrapping in geomarketing
AuthorKaar, Claudia ; Stary, Christian
Published in
Knowledge and Process Management, 2018,
PublishedWiley, 2018
LanguageEnglish
Document typeJournal Article
ISSN1099-1441
URNurn:nbn:at:at-ubl:3-641 Persistent Identifier (URN)
DOI10.1002/kpm.1587 
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 The work is publicly available
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Intelligent business transformation through marketspecific value network analysis [1.3 mb]
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Abstract (English)

When organizations aim to expand their market share by positioning a product that is well established in a certain customer segment by positioning that product in another market segment, they may need to adjust their processes accordingly. Implementing such a strategic move for growth while accounting for existing product and process knowledge requires stakeholdercentered and constructive interventions. In this paper, we demonstrate the use of value network analysis for this transformation process, reporting an example case of a telecommunications provider, which approached private households based on the customer experience in the business customer segment. Value network analysis not only enabled the removal of communicationbased resentments by opening acceptance to organizational change but also helped define core processes in order to reach business objectives.

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CC-BY-License (4.0)Creative Commons Attribution 4.0 International License