Exploring the mobile technology deployment process in a creative B2B service industry

Elvira Bolat, Lukman Aroean, Julie Robson

Research output: Contribution to conferencePaperpeer-review


Creative B2B firms extensively deploy mobile technology (MT) at both operational and strategic levels. This study addresses the limited extant research to understand the process of mobile technology deployment (MTD) in the creative B2B industry. Strauss’ evolved grounded theory (GT) has been employed to analyse interviews with key decision-makers in thirty UK firms. The GT approach facilitated the identification of seven dimensions that characterise the process of MTD. Three exemplar cases have been selected specifically to highlight the differences in the MTD patterns and perform cross-case display of patterns. Findings of this study confirm the applicability of the competitive posture framework in relation to the MTD where the follower-firm employs MT based on cost-efficiency and risk avoidance strategic orientation. The challenger organises and manages the MTD based on market opportunities. The leader is characterised by risk-taking approach and innovation orientation to the MTD. This study provides insights into practices of the MTD in creative B2B companies describing strategic paths that firms follow in order to build competitive positioning through employment of MT. The seven dimensions framework of the MTD can be practically applied for strategy and operation planning in companies currently employing and potentially willing to deploy MT.
Original languageEnglish
Publication statusPublished - 2012
Externally publishedYes
EventAcademy of Marketing - University of Southampton, Southampton, United Kingdom
Duration: 2 Jul 20125 Jul 2012


ConferenceAcademy of Marketing
Country/TerritoryUnited Kingdom

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