A1 Journal article (refereed)
Agile logic for SaaS implementation : Capitalizing on marketing automation software in a start-up (2022)

Mero, J., Leinonen, M., Makkonen, H., & Karjaluoto, H. (2022). Agile logic for SaaS implementation : Capitalizing on marketing automation software in a start-up. Journal of Business Research, 145, 583-594. https://doi.org/10.1016/j.jbusres.2022.03.026

JYU authors or editors

Publication details

All authors or editorsMero, Joel; Leinonen, Miira; Makkonen, Hannu; Karjaluoto, Heikki

Journal or seriesJournal of Business Research



Publication year2022


Pages range583-594


Publication countryNetherlands

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/80464


The 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.

Keywordsagile methodsSoftware as a Servicecloud servicesdigital marketingmarketingsmall and medium-sized enterprises

Free keywordsagile methodologies; cloud computing; marketing automation; technology adoption; SME; Software-as-a-service

Contributing organizations

Ministry reportingYes

Reporting Year2022

JUFO rating2

Last updated on 2024-03-04 at 18:26