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Why to use mobile technology?

Bolat, E., 2014. Why to use mobile technology? In: Academy of Marketing Conference 2014, 7--10 July 2014, Bournemouth, UK. (Unpublished)

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Why to use MT.pdf - Accepted Version



No holistic portrayal exists to map and discuss values deriving from mobile technology use. This empirical paper addresses this gap. To address research purpose adapted grounded theory approach is applied to collect and analyse in-depth interviews with twenty-eight SME managers. This study concludes that mobile technology represents novel and unique category of technology. Whether MT 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 MT is different to fixed network and stationary desktop IT because of its core distinctive feature, being mobile. True nature of MT lies in seeing MT as a source of value that derives from using MT. Ultimately by mapping distinctive to MT values and factors that form these values this study endeavors to transform business practitioners’ view of mobile technology as purely technically MT to strategic tool that drives new ways in exploiting ubiquitous technology.

Item Type:Conference or Workshop Item (Paper)
Group:Bournemouth University Business School
ID Code:21296
Deposited By: Symplectic RT2
Deposited On:24 Jun 2014 10:22
Last Modified:14 Mar 2022 13:49


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