Izvorni znanstveni članak
A strategic Analysis of the European Companies in the ICT Sales Channel
Raffaello Balocco
; Department of Department of Management, Economics and Industrial Engineering – Politecnico di Milano
Antonio Ghezzi
; Department of Department of Management, Economics and Industrial Engineering – Politecnico di Milano
Andrea Rangone
; Department of Department of Management, Economics and Industrial Engineering – Politecnico di Milano
Giovanni Toletti
; Department of Department of Management, Economics and Industrial Engineering – Politecnico di Milano
Sažetak
The strategic role of Information and Communication Technologies (ICT) is growing in various companies. Small and Medium Enterprises (SMEs) adopt ICT solutions to support their processes and to improve their products and services. Because of SMEs’ scarce resources and inadequate ICT competencies, they need support from ICT suppliers in the ICT adoption process. Little attention has been paid to the business models and strategies of ICT suppliers in the academic and professional literature, and SMEs find it difficult to determine the characteristics of available ICT suppliers and to choose the supplier that best responds to their needs and aims.
The goal of this paper is to provide a detailed picture of the ICT sales channel and its players in the European market. A classification framework is proposed and eleven different business models are identified. The paper is based on a case study methodology that included 53 semi‐standardized interviews with CEOs (Chief Executive Officers) and marketing and communications managers at leading European ICT suppliers coupled with the literature review.
Ključne riječi
ICT; distribution channel; digital economy
Hrčak ID:
160416
URI
Datum izdavanja:
1.1.2012.
Posjeta: 1.657 *