Dayenne Calter
Current position:
Marketeer at Van Gink Racing B.V. and GrafiX Internet B.V.
Thesis title:
Understanding how Microsoft's DNA coheres with New World of Work features
Description:
The present case study focuses on Microsoft Nederland which started a journey exploring new styles of working as response on changes in the business world, e.g. a changing workforce, a globalizing world, the exponential growth of new technologies. Microsoft has developed and implemented a new vision of work arrangement, the New World of Work (NWoW). Additionally, Microsoft advocates this vision to stimulate the social adoption. It is important that Microsoft’s ‘story’ about the NWoW fits with business clients expectations, otherwise there is a risk that Microsoft jeopardises its authenticity or credibility. Therefore, the present study delves into the mind of Microsoft’s business clients to comprehend how the emerging ways of work, including mobile and multi-location, projects a ‘realistic’ fit with (image of) the essence of the Microsoft brand. The present study investigates to what extent important Dutch business clients of Microsoft perceive Microsoft’s DNA to cohere with the main features of the NWoW and the impact in terms of business clients’ intention to implement the NWoW and their loyalty towards Microsoft. Drawing on a variety of research studies, the present study findings show that Microsoft’s DNA coheres with the main features of the NWoW, especially with the NWoW features ‘Optimal Utilization of Technology’ and ‘More Flexibility’. The extent to which important business clients of Microsoft perceive Microsoft’s DNA to cohere with the main features of the NWoW has an indirect impact on business clients’ intention to implement the NWoW and their loyalty towards Microsoft. In particular, findings show that the more Microsoft’s DNA is perceived to cause the NWoW, the more Microsoft is perceived as authentic, the more positive the attitudes towards Microsoft’s brand, and the higher business clients’ intentions to remain client of Microsoft. Also, the more Microsoft’s DNA is perceived to cause the NWoW, the more Microsoft is perceived as authentic, the more positive the attitudes towards Microsoft’s brand, the more positive the attitudes towards the NWoW, and the higher business clients’ intentions to implement the NWoW in their company.
For the complete pdf version of this thesis click
here
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2008 - Dayenne Calter
