2The role of non-technological innovations in the changing business landscape
Minttu Lampinen and Mikko Mäntyneva
At least 40% of all businesses will die in the next 10 years … if they don’t figure out how to change their entire company to accommodate new technologies.
(John Chambers, former CEO of Cisco Systems)
2.1Introduction
New technology has given way to new services and with new services comes disruption of the old. Customers are aiming more towards digital experiences and digital products. At the same time, providers of these digital products also have to think out of the box to keep up with the transformation (Digital Marketing Institute, 2018). Reis et al. (2020) propose that digital practices are changing ...
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