![]() However, in this case, digital servitization was a natural outgrowth of the management philosophy of the company through its internal customer orientation (i.e., attempts to maximize employees’ satisfaction and safety). Digital servitization is normally used in response to customer needs, in order to better adapt and survive in a competitive marketplace. With this technology, the contractor, buyer, engineer and other related parties can meet remotely and safely “walk around” and communicate with each other within full-scale (human-scale) models of construction projects, from the beginnings of the design process through to the completed construction. Social/management contributions: Generation of greater awareness regarding the importance and need for research and use of entrepreneurial effectuation and bricolage, providing useful practices for doing a lot with little, overcoming resource limitations and overcoming crises.Ī case study was performed to examine the new digital service developed by Oyanagi Construction in collaboration with Microsoft Corporation using Mixed Reality technology. Relevance/originality: The essay presents promising conceptual relationships and aspects of reality that are frequent and relevant, but not yet explored in national and international studies, in particular because it deals with effectuation and bricolage as ways of overcoming resource limitation and crises in lifestyle entrepreneurship (LE) and social entrepreneurship. Theoretical/methodological contributions: The study offers arguments, a theoretical framework with elements of a literature review and empirical data conducive to new promising research on effectuation and bricolage. With the use of examples and a real empirical case, it constitutes a basis for further studies and dissemination of knowledge and can be useful as an inspiration for a more conscious, disseminated and perfected use of these non-Schumpeterian ways in entrepreneurship. Main results: The text argues that the effectuation and bricolage approaches are particularly appropriate and useful for overcoming resource constraints, including their aggravation during crises. ![]() Methodology/approach: This is an essay based on the literature available mainly on effectuation and entrepreneurial bricolage as well as on empirical data from semi-structured interviews using qualitative methods. Objective: This essay aims to point out impediments to Schumpeterianism and the potential of the non-Schumpeterian ways regarding effectuation and bricolage to overcome crises. Subsequently, the case inquires about possible alternatives for changing the business model for the company after the acceleration program, in which students will be able to identify more suitable alternatives in the face of both the company’s skills and, not least, the pandemic that changed the behavior of customers and entrepreneurs. ![]() The teaching strategy consists in enabling the student to learn, first, about the entrepreneur’s decision-making and action, emulating transitions between the causation and effectuation logic throughout the case to explain such behavior. Reported from the perspective of the founder, but also supported by materials from secondary sources, the case presents the trajectory of Facile. In addition, in the course of the recent trajectory, in which the company is selected for an acceleration program, a possible change in the business model emerges. The case offers opportunities for discussing theories related to the entrepreneurial process - causation and effectuation logic. This teaching case aims to discuss an entrepreneurial process involving the trajectory of an innovative product over thirty years until culminating in a significant event in the change of the company’s business model in the midst of the crisis triggered by the pandemic of the new coronavirus.
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