*Note this post contains extracts from published research. Links to full texts are provided below.
No existing research maps and discusses holistically values deriving from mobile technology use capturing both strategic and operational opportunities which are best to emerge in the B2B context. This empirical paper addresses this gap. Adapted grounded theory approach is applied to collect and analyse in-depth interviews with 28 B2B practitioners from advertising and marketing firms. Whether mobile technology is a simple mean to advanced communication with no physical boundaries of time and location or a business tool to boost creative thinking, this study concludes that mobile technology represents a novel and unique category of technology because of its core distinctive feature, ‘being mobile’.
B2B practitioners argue that the true nature of mobile technology lies in seeing it as a source of value that derives from using mobile technology. B2B practitioners view mobile technology not only as a purely technical tool (functional value) enabling effective communication (social value) but as a strategic tool driving balanced and flexible ways in managing business (emotional value) and enabling creative thinking (creative value). See table 1 for full details on all values.
“This study concludes that mobile technology represents a novel and unique category of technology. Whether it is a simple means toward advanced communication with no physical boundaries of time and location, or a business tool which can be employed to boost creative thinking, this study concludes that mobile technology is different to fixed network and stationary desktop IT because of its core distinctive feature, ‘being mobile’. The existing literature (Balasubramanian et al. 2002; Jarvenpaa et al. 2003; De Reuver et al. 2008; Jarvenpaa and Loebbecke 2009; Tribbia, 2006) and this study are united, in that researching mobile technology through reflection on its technical features limits any understanding of its true nature. Therefore, the true nature of mobile technology lies in seeing it as a source of value that derives from using it in the first place.”
Access full text, Bolat, E., 2016. Business practitioners’ Perspectives on Value of Mobile Technology. Journal of Customer Behaviour, 15 (1), pp. 31-48 below:
Moreover, our last publication in the Journal of Business and Industrial Marketing shows that mobile technology is used to access and engage with social media ‘on the go’.
We found that marketing and advertising firms use mobile social media (MSM) for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions.
Access full article, Elvira Bolat , Kaouther Kooli , Len Tiu Wright , “Businesses and mobile social media capability”, Journal of Business & Industrial Marketing, (2016) Vol. 31 Iss: 8, pp.971 – 981, below: