A4 Article in conference proceedings
Stakeholder Strategy and Design Alignment Framework for Design Science Research : A Study in the Context of VR-Aided Marketing and Sales (2020)

Holopainen, J., Mattila, O., Pöyry, E., Parvinen, P., & Tuunanen, T. (2020). Stakeholder Strategy and Design Alignment Framework for Design Science Research : A Study in the Context of VR-Aided Marketing and Sales. In Proceedings of the 53rd Hawaii International Conference on System Sciences (HICSS 2020) (pp. 1520-1529). University of Hawai'i at Manoa. Proceedings of the Annual Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2020.187

JYU authors or editors

Publication details

All authors or editors: Holopainen, Jani; Mattila, Osmo; Pöyry, Essi; Parvinen, Petri; Tuunanen, Tuure

Parent publication: Proceedings of the 53rd Hawaii International Conference on System Sciences (HICSS 2020)

Conference:

Place and date of conference: Grand Wailea, Maui, HI, USA, 7.-10.1.2020

ISBN: 978-0-9981331-3-3

Journal or series: Proceedings of the Annual Hawaii International Conference on System Sciences

ISSN: 1530-1605

eISSN: 2572-6862

Publication year: 2020

Pages range: 1520-1529

Publisher: University of Hawai'i at Manoa

Publication country: United States

Publication language: English

DOI: https://doi.org/10.24251/HICSS.2020.187

Persistent website address: http://hdl.handle.net/10125/63926

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/77052

Abstract

This study introduces a framework to align various perceptions and objectives that different stakeholders have at the beginning of a Design Science Research (DSR) process and consolidate them into stakeholders’ strategies and theory-ingrained design artifacts. We coin this framework as Stakeholder Strategy and Design Alignment (SSDA). As an application area, we concentrate on a Virtual Reality (VR) application designed for marketing and sales purposes. The empirical testing of the framework shows that the marketing and sales potential of the application are, indeed, perceived very differently among three stakeholder groups: company representatives, developers and customers. In addition to the introduction of a new DSR framework, the study sheds light to the applicability of VR technologies for marketing and sales use.

Keywords: marketing; digital marketing; marketing communication; sales work; virtual reality; stakeholder groups

Free keywords: Mixed, Augmented, and Virtual Reality: Co-designed Services and Applications; design science research; marketing; sales; stakeholder alignment; virtual reality

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2021

JUFO rating: 1