Abstract
The contemporary global environment and digitalisation provide new kinds of business opportunities in the context of internet–based media. On the general level, profitable business models might be easy to understand but challenging to implement on the technical level (cf. Google, Facebook). New digital solutions are easy to use and familiarise with, which provides opportunities for business inventions also to those who are not specialised in digital programming. How to exploit innovation in this kind of a case? This paper is focused on the potential choices on the innovation path in Information Communication Technology (ICT) start–ups and in prevailing ICT companies (intrapreneurship) using the framework of Supply Chain Management (SCM).
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