Cases on Digital Entrepreneurship

Edited by Luca Iandoli, Associate Dean for Global Programs and Research and Professor of Computer Science and Carmine Gibaldi, Professor of Management and Entrepreneurship, St. John’s University, New York, US

• Contents:Introduction to Cases on Digital Entrepreneurship: digitalentrepreneurship as digital transformation xviiLuca Iandoli and Carmine Gibaldi1 What do my customers really want? Pivoting digitaltechnology and business models in emergency responsemanagement 1Cesar Bandera and Katia Passerini2 The dark side of a student online startup 11Michael Dominik3 E-Bro APS: opportunities and challenges for digital socialentrepreneurs 24Ada Scupola4 The role of digital technologies in the development of theShape Stretch body stretching bar: a case study in productinnovation and management resources 35John DiMarco5 Agroads case: technological solutions for the agricultural sector 45Rubén A. Ascúa, Andrea Minetti and José A. Borello6 Leveraging collaboration between academic research andSMEs to support digital transformation in the agri-foodItalian industry: the case of Santomiele 58Roberto Parente, Rosangela Feola and Ricky Celenta7 Bringing the traditional farm into the digital era:entrepreneurship with digitalization and diversification 75Anna Sörensson and Maria Bogren8 Escaping the “tortoise shell paradox”: digitalization andservitization in the green building construction industry –the case of Marlegno 90Davide Gamba, Tommaso Minola and Matteo Kalchschmidt9 The case of Dodo Pizza: how a Russian pizza makingstartup transformed itself into a thriving digital company 102Dmitry Katalevsky10 Digital entrepreneurship for influencer marketing: the caseof Buzzoole 116Gianluca Elia, Alessandro Margherita, Pasquale DelVecchio, Giustina Secundo and Marco Valerio Izzo11 Between agility and growth: (re-)designing the ITlandscape of a digital gazelle in the online marketing industry 130Nils J. Tschoppe, Jan K. Tänzler and Paul Drews12 Lenali, the first audio social media: the Malian appempowering small-business owners 145Katia Richomme-Huet and Odile De Saint JulienChapter 1: teaching notes 160Cesar Bandera and Katia PasseriniChapter 2: teaching notes 165Michael DominikChapter 3: teaching notes 173Ada ScupolaChapter 4: teaching notes 180John DiMarcoChapter 5: teaching notes 184Rubén A. Ascúa, Andrea Minetti and José A. BorelloChapter 6: teaching notes 190Roberto Parente, Rosangela Feola and Ricky CelentaChapter 7: teaching notes 201Anna Sörensson and Maria BogrenChapter 8: teaching notes 205Anna Sörensson and Maria BogrenChapter 9: teaching notes 214Dmitry KatalevskyChapter 10: teaching notes 225Gianluca Elia, Alessandro Margherita, Pasquale Del Vecchio, GiustinaSecundo and Marco Valerio IzzoChapter 11: teaching notes 230Nils J. Tschoppe, Jan K. Tänzler and Paul DrewsChapter 12: teaching notes 238Katia Richomme-Huet and Odile De Saint Julienindex

‘This book highlights the diversity and dynamism of digital entrepreneurship. Through case studies drawn from multiple industries and different countries, including the Global South, readers are introduced to the challenges and opportunities associated with digital technologies. These are varied, as are the tools that the book provides to help readers understand how the cases developed. Through combining the cases and tools, what emerges is a rich set of insights into digital entrepreneurship, enabling readers to develop their analytical skills and further their understanding of this area.’