The role of transformational entrepreneurship in managing a digital platform: the case of Yamamay
Journal of Strategy and Management
ISSN: 1755-425X
Article publication date: 17 January 2022
Issue publication date: 22 July 2022
Abstract
Purpose
Transformational entrepreneurship (TE) is a concept referring to the ability of entrepreneurs to face global challenges, such as the economic crisis, to improve the well-being of the community. Considering the current scenario of COVID-19, the way digital platforms support TE in overcoming a crisis, specifically the economic crisis caused by the pandemic, was analysed.
Design/methodology/approach
To achieve the goal, the authors used the case study methodology. The interview was compared for the company analysed stands out due to its use of digital platforms as a tool to increase brand value. The authors conducted a semi-structured, open-ended interview with the entrepreneur and founder of Yamamay, a company operating in the retail sector. The results obtained from validity using the open coding method.
Findings
The main findings show that the implementation of digital platforms supported the entrepreneur in formulating strategic choices that allowed the company to continue offering its services despite the store closures imposed by the pandemic. The whole concept of traditional retail has been and continues to be revised, rationalising it and integrating it with a more omnichannel logic in which digital platforms play a fundamental role.
Practical implications
This paper provides market participants with useful information regarding the ability of this form of technology to support entrepreneurs in a crisis context. The results could also serve as an example for other retail companies regarding how to manage the consequences of the pandemic.
Originality/value
This contribution represents an extension of the existing literature that deepens the understanding of the relationship between digital platforms and TE in a particular scenario, such as the COVID-19 pandemic. The effect of business decisions on the adoption of digital platforms to meet increasing and changing customer needs has been examined.
Keywords
Acknowledgements
This paper represents the results of a joint research project carried out by the four authors. However, the various sections of the paper are divided as follows: Sections 5, 6 and 7–Grazia Dicuonzo; Section 2–Francesca Donofrio; Section 3–Antonio Fusco; Sections 1 and 4–Simona Ranaldo.
Citation
Dicuonzo, G., Donofrio, F., Fusco, A. and Ranaldo, S. (2022), "The role of transformational entrepreneurship in managing a digital platform: the case of Yamamay", Journal of Strategy and Management, Vol. 15 No. 3, pp. 434-449. https://doi.org/10.1108/JSMA-02-2021-0062
Publisher
:Emerald Publishing Limited
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