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Dr. Marjeta Marolt
Assistant professor

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0 Business Intelligence
0 Business Model Innovation
0 Customer Relationship Management (CRM)
0 Digital Transformation
0 Social Media

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Business Model Innovation
Customer Relationship Management (CRM)
Social Media

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Review
Published: 23 January 2021 in Sustainability
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An extremely dynamic and fast-moving environment is pushing enterprises to continuous innovation and change. Managing sustainability in a digitalized environment seems to be of central importance for policy makers, as information technologies (IT), in combination with sustainability objectives, offer a wide range of opportunities for positive change. Through a systematic literature review and the application of automated content analysis, this study aims to provide insights into the latest research in the interdisciplinary field of sustainable business models and information systems. The results of the analysis, combined with a researcher’s perspective, suggest that IT, which can be used to achieve sustainability objectives, are already in place and have an infinite number of potential implications in the future. The results suggest that positive economic, social, and environmental changes can be achieved by using IT as long as they are used to identify unsustainable actions and enable positive change. The analysis of research trends revealed a discrepancy between the research in the European Union and the rest of the world and pointed to several avenues for future research.

ACS Style

Doroteja Vidmar; Marjeta Marolt; Andreja Pucihar. Information Technology for Business Sustainability: A Literature Review with Automated Content Analysis. Sustainability 2021, 13, 1192 .

AMA Style

Doroteja Vidmar, Marjeta Marolt, Andreja Pucihar. Information Technology for Business Sustainability: A Literature Review with Automated Content Analysis. Sustainability. 2021; 13 (3):1192.

Chicago/Turabian Style

Doroteja Vidmar; Marjeta Marolt; Andreja Pucihar. 2021. "Information Technology for Business Sustainability: A Literature Review with Automated Content Analysis." Sustainability 13, no. 3: 1192.

Journal article
Published: 11 May 2020 in Sustainability
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The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of customer engagement (CE) in recent years, it remains unclear what drives enterprises to initiate customer engagement and how enterprise-initiated customer engagement enhances enterprise performance. Thus, the purpose of this study is to develop and evaluate a conceptual model that consists of drivers and outcomes of enterprise-initiated customer engagement. After developing a conceptual model based on previous conceptual approaches to customer engagement, a quantitative survey was undertaken to gather the data from business-to-customer micro, small, and medium-sized enterprises. The data were analyzed using the partial least square path modelling. The findings showed that external pressure and organizational readiness influence enterprise-initiated customer engagement. Enterprise-initiated customer engagement was also found to influence marketing performance. The empirical findings provide insights for managers that explain what drivers may influence enterprise-initiated customer engagement and what benefits they can expect. Overall, this research extends the understanding of the CE domain and provides additional insights for the drivers and outcomes of enterprise-initiated CE.

ACS Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar. Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement. Sustainability 2020, 12, 3931 .

AMA Style

Marjeta Marolt, Hans-Dieter Zimmermann, Andreja Pucihar. Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement. Sustainability. 2020; 12 (9):3931.

Chicago/Turabian Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar. 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement." Sustainability 12, no. 9: 3931.

Journal article
Published: 01 January 2020 in Journal of Theoretical and Applied Electronic Commerce Research
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With the emergence of social media, customer relationship management has undergone noticeable changes and gained a great deal of attention from researchers and practitioners in recent years. In this paper, we provide additional insights into how intensively business-to-customer micro, small and medium-sized enterprises adopt social customer relationship management. Based on the literature review and insights from interviews with six micro, small and medium-sized enterprise owners/managers, we developed a conceptual research model that integrates the antecedents, intensity of social customer relationship management adoption, and performance outcomes. For the intensity of social customer relationship management adoption, we applied process-based conceptualization consisting of the customer engagement process and customer data management process. Then we empirically tested a conceptual research model by using data collected in a survey of 119 micro, small and medium-sized enterprises in Slovenia. We found that not all antecedents are equally relevant to both processes of the intensity of social customer relationship management adoption. Additionally, we found that the intensity of social customer relationship management adoption has a positive effect on customer relationship performance. Based on these findings, we provide recommendations for further research and offer practical implications for micro, small and medium-sized enterprises considering social customer relationship management adoption.

ACS Style

Marjeta Marolt; Hans-Dieter Zimmermann; Anja Žnidaršič; Andreja Pucihar. Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises. Journal of Theoretical and Applied Electronic Commerce Research 2020, 15, 38 -58.

AMA Style

Marjeta Marolt, Hans-Dieter Zimmermann, Anja Žnidaršič, Andreja Pucihar. Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises. Journal of Theoretical and Applied Electronic Commerce Research. 2020; 15 (2):38-58.

Chicago/Turabian Style

Marjeta Marolt; Hans-Dieter Zimmermann; Anja Žnidaršič; Andreja Pucihar. 2020. "Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises." Journal of Theoretical and Applied Electronic Commerce Research 15, no. 2: 38-58.

Proceedings article
Published: 18 March 2019 in 38. mednarodna konferenca o razvoju organizacijskih znanosti: Ekosistem organizacij v dobi digitalizacije: konferenčni zbornik
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ACS Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar; Polona Šprajc; Iztok Podbregar; Damjan Maletič; Mirjana Radovanović. Social CRM Through the Eyes of Micro, Small and Medium-sized Enterprises. 38. mednarodna konferenca o razvoju organizacijskih znanosti: Ekosistem organizacij v dobi digitalizacije: konferenčni zbornik 2019, 1 .

AMA Style

Marjeta Marolt, Hans-Dieter Zimmermann, Andreja Pucihar, Polona Šprajc, Iztok Podbregar, Damjan Maletič, Mirjana Radovanović. Social CRM Through the Eyes of Micro, Small and Medium-sized Enterprises. 38. mednarodna konferenca o razvoju organizacijskih znanosti: Ekosistem organizacij v dobi digitalizacije: konferenčni zbornik. 2019; ():1.

Chicago/Turabian Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar; Polona Šprajc; Iztok Podbregar; Damjan Maletič; Mirjana Radovanović. 2019. "Social CRM Through the Eyes of Micro, Small and Medium-sized Enterprises." 38. mednarodna konferenca o razvoju organizacijskih znanosti: Ekosistem organizacij v dobi digitalizacije: konferenčni zbornik , no. : 1.

Journal article
Published: 11 January 2019 in Sustainability
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Business model innovation (BMI) is one of the key activities, which has to be continuously undertaken in every enterprise to sustain competitiveness in today’s digital economy. Although the interest in business models (BM) has risen significantly since the late 1990s, little is known about BMI practices in small- and medium-sized enterprises (SMEs), representing a majority of enterprises in the European market. Our study addresses this research gap and focuses on the investigation of drivers and outcomes of BMI in SMEs. A partial least squares path modeling (PLS-PM) method was used to empirically test the model using data collected in 2017 from 71 SMEs in Slovenia. Results have shown that the innovativeness of enterprises and their business environment has a positive impact on the level of BMI activities in the enterprises. However, this is not the case of fast developing and rapidly changing information technology. In addition, the results show that the level of BMI has a positive impact on BMI outcomes and further on overall business performance. The results contribute to the body of knowledge in the field of BMI activities in SMEs and offer useful insights to SMEs that intend to innovate their business model(s) and government to create a supportive environment.

ACS Style

Andreja Pucihar; Gregor Lenart; Mirjana Kljajić Borštnar; Doroteja Vidmar; Marjeta Marolt. Drivers and Outcomes of Business Model Innovation—Micro, Small and Medium-Sized Enterprises Perspective. Sustainability 2019, 11, 344 .

AMA Style

Andreja Pucihar, Gregor Lenart, Mirjana Kljajić Borštnar, Doroteja Vidmar, Marjeta Marolt. Drivers and Outcomes of Business Model Innovation—Micro, Small and Medium-Sized Enterprises Perspective. Sustainability. 2019; 11 (2):344.

Chicago/Turabian Style

Andreja Pucihar; Gregor Lenart; Mirjana Kljajić Borštnar; Doroteja Vidmar; Marjeta Marolt. 2019. "Drivers and Outcomes of Business Model Innovation—Micro, Small and Medium-Sized Enterprises Perspective." Sustainability 11, no. 2: 344.

Proceedings article
Published: 01 January 2019 in Humanizing Technology for a Sustainable Society
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ACS Style

Gregor Lenart; Marjeta Marolt; Doroteja Vidmar; Mirjana Kljajić Borštnar; Andreja Pucihar. SMEs business model innovation: does enterprise size matter? Humanizing Technology for a Sustainable Society 2019, 1 .

AMA Style

Gregor Lenart, Marjeta Marolt, Doroteja Vidmar, Mirjana Kljajić Borštnar, Andreja Pucihar. SMEs business model innovation: does enterprise size matter? Humanizing Technology for a Sustainable Society. 2019; ():1.

Chicago/Turabian Style

Gregor Lenart; Marjeta Marolt; Doroteja Vidmar; Mirjana Kljajić Borštnar; Andreja Pucihar. 2019. "SMEs business model innovation: does enterprise size matter?" Humanizing Technology for a Sustainable Society , no. : 1.

Journal article
Published: 31 October 2018 in Engineering Economics
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Social customer relationship management (social CRM) can enhance performance of the enterprise through effective communication with customers and management of customer information. Whilst several studies have examined social CRM use from perspective of large enterprises, relatively few have examined its use by micro, small and medium sized enterprises (SMEs) which due to unique characteristics differ from large enterprises. The main objective of this paper is to provide a practical perspective on social CRM use in SMEs. This study applies a qualitative research approach by conducting six semi-structured interviews. To determine the antecedents of the intensity of social CRM, the dimensions of the intensity of social CRM use, as well as its impact on customer relationship performance, a content analysis has been utilized. The findings reveal that social CRM use is complex; therefore, we propose a two-dimensional conceptualization of the intensity of social CRM use. Furthermore, this study identifies antecedents, which appears to influence the intensity of social CRM use, including relative advantages, compatibility, top management support, organizational culture, technology readiness and external pressure. This study also implies that more intensive use of social CRM appears to improve customer relationship performance. Considering the findings, the recommendations for future research are provided.DOI: http://dx.doi.org/10.5755/j01.ee.29.4.20246

ACS Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar. Exploratory study of Social CRM use in SMEs. Engineering Economics 2018, 29, 468 - 477 .

AMA Style

Marjeta Marolt, Hans-Dieter Zimmermann, Andreja Pucihar. Exploratory study of Social CRM use in SMEs. Engineering Economics. 2018; 29 (4):468 - 477.

Chicago/Turabian Style

Marjeta Marolt; Hans-Dieter Zimmermann; Andreja Pucihar. 2018. "Exploratory study of Social CRM use in SMEs." Engineering Economics 29, no. 4: 468 - 477.

Proceedings article
Published: 14 June 2018 in Digital Transformation – Meeting the challenges
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ACS Style

Marjeta Marolt; Gregor Lenart; Mirjana Kljajić Borštnar; Doroteja Vidmar; Andreja Pucihar. SMEs Perspective on Business Model Innovation. Digital Transformation – Meeting the challenges 2018, 1 .

AMA Style

Marjeta Marolt, Gregor Lenart, Mirjana Kljajić Borštnar, Doroteja Vidmar, Andreja Pucihar. SMEs Perspective on Business Model Innovation. Digital Transformation – Meeting the challenges. 2018; ():1.

Chicago/Turabian Style

Marjeta Marolt; Gregor Lenart; Mirjana Kljajić Borštnar; Doroteja Vidmar; Andreja Pucihar. 2018. "SMEs Perspective on Business Model Innovation." Digital Transformation – Meeting the challenges , no. : 1.

Conference paper
Published: 01 March 2018 in Organizacija in negotovosti v digitalni dobi / Organization and uncertainty in the digital age
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ACS Style

Doroteja Vidmar; Gregor Lenart; Andreja Pucihar; Marjeta Marolt; Fakulteta Za Organizacijske Vede Univerza V Mariboru. Stanje digitalne preobrazbe v slovenskih podjetjih. Organizacija in negotovosti v digitalni dobi / Organization and uncertainty in the digital age 2018, 1 .

AMA Style

Doroteja Vidmar, Gregor Lenart, Andreja Pucihar, Marjeta Marolt, Fakulteta Za Organizacijske Vede Univerza V Mariboru. Stanje digitalne preobrazbe v slovenskih podjetjih. Organizacija in negotovosti v digitalni dobi / Organization and uncertainty in the digital age. 2018; ():1.

Chicago/Turabian Style

Doroteja Vidmar; Gregor Lenart; Andreja Pucihar; Marjeta Marolt; Fakulteta Za Organizacijske Vede Univerza V Mariboru. 2018. "Stanje digitalne preobrazbe v slovenskih podjetjih." Organizacija in negotovosti v digitalni dobi / Organization and uncertainty in the digital age , no. : 1.

Journal article
Published: 01 August 2016 in orga
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Background and Purpose: Business model innovation (BMI) has become increasingly important, especially in the fast changing business environment. While large enterprises approach these changes systematically, small and medium sized enterprises (SMEs) are left to their own resourcefulness. For the purpose of developing dedicated methods and tools to support different SMEs in addressing these challenges, we have conducted a multiple case study to gain insights into factors that drive SMEs to innovate their BM, how they approach BMI and what changes they made to their BM. Design/Methodology/Approach: First the framework of analysis was developed based on BMI research frameworks identified in literature review. Then the multiple case studies were conducted following the case study protocol developed by Envision project. Results: Based on the proposed framework the results of four Slovene SME cases revealed differences between enterprises regarding the drivers behind BMI and changes in usage of the different BMI elements. Conclusion: Overall, the results suggest all four SMEs, coming from different sectors, are facing BMI challenges without systematically addressing it and without using any dedicated BM ontologies or tools.

ACS Style

Marjeta Marolt; Gregor Lenart; Damjan Maletič; Mirjana Kljajić Borštnar; Andreja Pucihar. Business Model Innovation: Insights from a Multiple Case Study of Slovenian SMEs. orga 2016, 49, 161 -171.

AMA Style

Marjeta Marolt, Gregor Lenart, Damjan Maletič, Mirjana Kljajić Borštnar, Andreja Pucihar. Business Model Innovation: Insights from a Multiple Case Study of Slovenian SMEs. orga. 2016; 49 (3):161-171.

Chicago/Turabian Style

Marjeta Marolt; Gregor Lenart; Damjan Maletič; Mirjana Kljajić Borštnar; Andreja Pucihar. 2016. "Business Model Innovation: Insights from a Multiple Case Study of Slovenian SMEs." orga 49, no. 3: 161-171.

Journal article
Published: 01 December 2015 in orga
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Background and Purpose: Social customer relationship management (social CRM) is an emerging concept that integrates traditional CRM and social media in order to provide benefits for organizations and customers. Despite the benefits that social CRM can bring, many organizations are still at the early stage of adoption. To move beyond social marketing and to exploit opportunities offered by sales and customer service, organizations need to be aware of factors that drive social CRM adoption and different implications of social CRM adoption for performance outcomes. This paper aims to provide a review of scholarly literature on social CRM adoption with the focus on factors and performance outcomes. Design/Methodology/Approach: To provide a comprehensive view of social CRM adoption and its impact on performance outcomes, the publications of interest include scholarly journal papers from information systems and marketing disciplines and conference proceedings. Selected publications were reviewed, and findings classified into three categories: the extent of social CRM adoption, the factors influencing CRM adoption, and the impact of social CRM on performance outcomes. Results: It appears that several issues regarding social CRM adoption and its implications for performance outcomes as well as the actual use of social media in the context of CRM need additional empirical support. Conclusion: Our observations have confirmed that many researchers proposed social CRM models based on existing theories and concepts of traditional CRM. Nevertheless, some specifics of social media implications on CRM have been overlooked. The researchers therefore suggest further adjustment/extension of their models.

ACS Style

Marjeta Marolt; Andreja Pucihar; Hans-Dieter Zimmermann. Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review. orga 2015, 48, 260 -271.

AMA Style

Marjeta Marolt, Andreja Pucihar, Hans-Dieter Zimmermann. Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review. orga. 2015; 48 (4):260-271.

Chicago/Turabian Style

Marjeta Marolt; Andreja Pucihar; Hans-Dieter Zimmermann. 2015. "Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review." orga 48, no. 4: 260-271.