Intentionally developed business network for mobile marketing: a case study from Finland

Abstract

PurposeThe purpose of the paper is to investigate an intentionally developed business network (IDBN) for mobile marketing (m‐marketing).Design/methodology/approachThe IDBN for m‐marketing is studied in the light of a literature review of m‐marketing and IDBNs. In addition to this, a case study has been conducted.FindingsIt was found that in m‐marketing there are several phases that need to be completed successfully. Resources and capabilities are different in each phase, and thereby the coordination of these is central to the success of the network. Additionally, the creator of the IDBN has a critical role in creating a common goal for the network. In a new technology context, the external technology advisor, such as the consulting agency, has a paramount position as facilitator of knowledge on the new technology in the initiation phase of the network.Research limitations/implicationsMore empirical research efforts need to be focused on studying IDBNs as a way to organize exchanges between various organizations. This paper is qualitative and provides ideas for future research.Practical implicationsAdvertisers and advertising agencies are faced with the challenge to develop resources and capabilities for grasping and conducting novel m‐marketing campaigns. One way to cope with this change is to orchestrate a business network around m‐marketing. The paper finds that number and quality of companies is dependent on technological experience and familiarity with digital advertising forms.Originality/valueThe paper is significant for two reasons. First, it presents the m‐marketing process and the resources and capabilities needed in detail. Second, this study provides insights into an unexplored area of IDBNs.