How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry

Nils Johann Tschoppe; Jan Tänzler; Paul Drews

doi:10.4337/9781802203868.00017

How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

Standard

How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry. / Tschoppe, Nils Johann; Tänzler, Jan; Drews, Paul.
Cases on Digital Entrepreneurship: How Digital Technologies are Transforming the Entrepreneurial Process in Existing Businesses and Start-ups . ed. / Luca Landoli; Carmine Gibaldi. Edward Elgar Publishing, 2023. p. 130-144.

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

Harvard

Tschoppe, NJ, Tänzler, J & Drews, P 2023, How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry. in L Landoli & C Gibaldi (eds), Cases on Digital Entrepreneurship: How Digital Technologies are Transforming the Entrepreneurial Process in Existing Businesses and Start-ups . Edward Elgar Publishing, pp. 130-144. https://doi.org/10.4337/9781802203868.00017

APA

Tschoppe, N. J., Tänzler, J., & Drews, P. (2023). How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry. In L. Landoli, & C. Gibaldi (Eds.), Cases on Digital Entrepreneurship: How Digital Technologies are Transforming the Entrepreneurial Process in Existing Businesses and Start-ups (pp. 130-144). Edward Elgar Publishing. https://doi.org/10.4337/9781802203868.00017

Vancouver

Tschoppe NJ, Tänzler J, Drews P. How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry. In Landoli L, Gibaldi C, editors, Cases on Digital Entrepreneurship: How Digital Technologies are Transforming the Entrepreneurial Process in Existing Businesses and Start-ups . Edward Elgar Publishing. 2023. p. 130-144 doi: 10.4337/9781802203868.00017

Bibtex

@inbook{4a841c0a50314cc7aec9734cd18f6020,

title = "How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry",

abstract = "The online marketing company “Marketing Beats” was founded in 2012 by two master of business administration students. Despite regional challenges, such as the shortage of skilled workers outside of conurbations, the company has grown in recent years and now has about 130 employees. This success story has led the company to be confronted with new challenges. Growing personnel structures, cross-departmental communication, and an increasingly complex IT landscape pose the risk of causing the “digital gazelle” to lose its agility. The necessary process optimization and the redesign of the IT landscape are new strategic challenges the company has to face. The loss of customer information, redundant customer data, a lack of support when planning projects, and a high level of documentation effort present the company with the task of finding a new solution for its loosely integrated software. Students are asked to develop solution proposals for the company{\textquoteright}s IT landscape, taking into account the impact of such a redesign on the company{\textquoteright}s processes and structure.",

keywords = "Business informatics, digital gazelle, process optimization, IT Lanscape, Strategiec challenges, Agility, Custumer, Informatics",

author = "Tschoppe, {Nils Johann} and Jan T{\"a}nzler and Paul Drews",

year = "2023",

month = feb,

day = "28",

doi = "10.4337/9781802203868.00017",

language = "English",

isbn = "978 1 80220 385 1",

pages = "130--144",

editor = "Luca Landoli and Carmine Gibaldi",

booktitle = "Cases on Digital Entrepreneurship",

publisher = "Edward Elgar Publishing",

address = "United Kingdom",

}

RIS

TY - CHAP

T1 - How to stay agile while growing: (re-)designing the IT landscape of a digital gazelle in the online marketing industry

AU - Tschoppe, Nils Johann

AU - Tänzler, Jan

AU - Drews, Paul

PY - 2023/2/28

Y1 - 2023/2/28

N2 - The online marketing company “Marketing Beats” was founded in 2012 by two master of business administration students. Despite regional challenges, such as the shortage of skilled workers outside of conurbations, the company has grown in recent years and now has about 130 employees. This success story has led the company to be confronted with new challenges. Growing personnel structures, cross-departmental communication, and an increasingly complex IT landscape pose the risk of causing the “digital gazelle” to lose its agility. The necessary process optimization and the redesign of the IT landscape are new strategic challenges the company has to face. The loss of customer information, redundant customer data, a lack of support when planning projects, and a high level of documentation effort present the company with the task of finding a new solution for its loosely integrated software. Students are asked to develop solution proposals for the company’s IT landscape, taking into account the impact of such a redesign on the company’s processes and structure.

AB - The online marketing company “Marketing Beats” was founded in 2012 by two master of business administration students. Despite regional challenges, such as the shortage of skilled workers outside of conurbations, the company has grown in recent years and now has about 130 employees. This success story has led the company to be confronted with new challenges. Growing personnel structures, cross-departmental communication, and an increasingly complex IT landscape pose the risk of causing the “digital gazelle” to lose its agility. The necessary process optimization and the redesign of the IT landscape are new strategic challenges the company has to face. The loss of customer information, redundant customer data, a lack of support when planning projects, and a high level of documentation effort present the company with the task of finding a new solution for its loosely integrated software. Students are asked to develop solution proposals for the company’s IT landscape, taking into account the impact of such a redesign on the company’s processes and structure.

KW - Business informatics

KW - digital gazelle

KW - process optimization

KW - IT Lanscape

KW - Strategiec challenges

KW - Agility

KW - Custumer

KW - Informatics

UR - http://www.scopus.com/inward/record.url?scp=85165597390&partnerID=8YFLogxK

U2 - 10.4337/9781802203868.00017

DO - 10.4337/9781802203868.00017

M3 - Contributions to collected editions/anthologies

SN - 978 1 80220 385 1

SP - 130

EP - 144

BT - Cases on Digital Entrepreneurship

A2 - Landoli, Luca

A2 - Gibaldi, Carmine

PB - Edward Elgar Publishing

ER -

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