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Morten Rask

Next to the Customer's Heart and Wallet: Frameworks for Exploring the Emerging M-commerce Arena

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearch

  • Department of Management
M-commerce is any monetary transaction conducted via a mobile telecommunications network using a communication, information, and payment (CIP) device. We foresee three main areas of impact of m-commerce on marketing and competition. First, there will be greater levels of customization via m-portals. Such m-portals will integrate the m-Brochure, the m-Manual, and the m-Store - three progressively stronger formats for conducting m-commerce activities. The second impact will be the blurring of boundaries between consumer and business-to-business marketing. The third impact is the likelihood of transformation of industry structures. The main managerial implication of m-commerce is that firms that do not become m-portals will end up being sub-suppliers to the m-portals.
Translated title of the contributionNext to the Customer's Heart and Wallet: Frameworks for Exploring the Emerging M-commerce Arena
Original languageEnglish
Title of host publicationWinter Educators' Conference (2001; Vol. 12)
Number of pages7
PublisherAmerican Marketing Association
Publication year2001
Publication statusPublished - 2001
Event2001 AMA Winter Marketing Educators' Conference -
Duration: 16 Feb 200119 Feb 2001


Conference2001 AMA Winter Marketing Educators' Conference

    Research areas

  • M-commerce, e-commerce, portals, Europe, USA, one-to-one marketing, competition, boundary of firm, telecommunications, financial services, location, WAP, segmentation

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ID: 32336675