A Conceptual Framework for Understanding the Phenomenon of new Ways of Work

A review of the digital marketing literature suggests that it is important to understand that what applies in marketing management in the past and in traditional marketing context may not create success of tomorrow. It is believed that digital technology has an effect on the implementation of marketing. Value creation is seen as the core purpose and central process of marketing management. To be able to operate in the digital environment businesses have started to look for possibilities to renew the ways of working in order to boost product or production innovation and the productivity of the organization. This suggests that also the management needs to change. The practices that enhance the operations of the company may vary, but according to prior literature, highly productive ways of working are such that they decentralize the organizational decision making and problem solving and increase the employee commitment. Thus, the aim of this study is to create a conceptual framework which describes the phenomenon. It integrates four major perspectives: the new digital marketing environment, the characteristics of the value proposition and creation processes in the organization, the characteristics of new ways of work and the characteristics of tools that can may help to change the current organizational practices. We build up the constructs from prior literature. Overall, the framework deepens the understanding the current and new practices of value creation processes from organizational perspective. In order to optimize the value creation in the future, it is important to understand if current practices can be organized and managed in a new way. Another advantage of such framework is that it may direct the future empirical fieldwork, data analysis and findings