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 editors: Mero, Joel; Leinonen, Miira; Makkonen, Hannu; Karjaluoto, Heikki
Journal or series: Journal of Business Research
ISSN: 0148-2963
eISSN: 1873-7978
Publication year: 2022
Volume: 145
Pages range: 583-594
Publisher: Elsevier
Publication country: Netherlands
Publication language: English
DOI: https://doi.org/10.1016/j.jbusres.2022.03.026
Publication open access: Openly available
Publication channel open access: Partially open access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/80464
Abstract
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.
Keywords: agile methods; Software as a Service; cloud services; digital marketing; marketing; small and medium-sized enterprises
Free keywords: agile methodologies; cloud computing; marketing automation; technology adoption; SME; Software-as-a-service
Contributing organizations
Ministry reporting: Yes
VIRTA submission year: 2022
JUFO rating: 2
