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dc.contributor.authorMero, Joel
dc.contributor.authorLeinonen, Miira
dc.contributor.authorMakkonen, Hannu
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2022-04-04T10:06:41Z
dc.date.available2022-04-04T10:06:41Z
dc.date.issued2022
dc.identifier.citationMero, J., Leinonen, M., Makkonen, H., & Karjaluoto, H. (2022). Agile logic for SaaS implementation : Capitalizing on marketing automation software in a start-up. <i>Journal of Business Research</i>, <i>145</i>, 583-594. <a href="https://doi.org/10.1016/j.jbusres.2022.03.026" target="_blank">https://doi.org/10.1016/j.jbusres.2022.03.026</a>
dc.identifier.otherCONVID_117489315
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/80464
dc.description.abstractThe emergence of Software-as-a-Service (SaaS) has facilitated agile technology implementation that focuses on iterative adaptations via learning by doing rather than the realization of a predesigned implementation plan. This study conceptualizes such an agile approach and explicates its operationalization via a four-year qualitative case study of a business-to-business (B2B) start-up firm’s implementation of a HubSpot marketing automation (MA) SaaS. The study shows how agile implementation continuously introduces adaptations to SaaS features and organizational routines for improving their mutual fit given the organization’s goals. The study also contributes to theory by offering a novel framework for managing agile implementation processes. The findings identify the key processes of sales lead management, content marketing, and customer intelligence through which start-up firms may capitalize on MA software.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherElsevier
dc.relation.ispartofseriesJournal of Business Research
dc.rightsCC BY 4.0
dc.subject.otheragile methodologies
dc.subject.othercloud computing
dc.subject.othermarketing automation
dc.subject.othertechnology adoption
dc.subject.otherSME
dc.subject.otherSoftware-as-a-service
dc.titleAgile logic for SaaS implementation : Capitalizing on marketing automation software in a start-up
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202204042143
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineHyvinvoinnin tutkimuksen yhteisöfi
dc.contributor.oppiaineTyön ja johtamisen muuttuminen digitaalisessa ajassafi
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineSchool of Wellbeingen
dc.contributor.oppiaineEmergent work in the digital eraen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange583-594
dc.relation.issn0148-2963
dc.relation.volume145
dc.type.versionpublishedVersion
dc.rights.copyright© 2022 the Authors
dc.rights.accesslevelopenAccessfi
dc.subject.ysoketterät menetelmät
dc.subject.ysomarkkinointi
dc.subject.ysoSaaS-palvelut
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysopienet ja keskisuuret yritykset
dc.subject.ysopilvipalvelut
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p25892
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p39120
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p8246
jyx.subject.urihttp://www.yso.fi/onto/yso/p24167
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.1016/j.jbusres.2022.03.026
dc.type.okmA1


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