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Article
Publication date: 12 February 2018

Prateek Maheshwari, Nitin Seth and Anoop Kumar Gupta

The mobile phone industry in India is highly competitive, fast paced and technology-driven. In such a hyper competitive era, effective advertising is considered a key…

Abstract

Purpose

The mobile phone industry in India is highly competitive, fast paced and technology-driven. In such a hyper competitive era, effective advertising is considered a key success driver for a mobile phone brand. The purpose of this paper is to identify advertisement effectiveness dimensions for Indian mobile phone industry and to develop hierarchical interrelationships among these dimensions in the Indian print context.

Design/methodology/approach

Structured Delphi approach is used to derive the set of dimensions for advertisement effectiveness. Further, techniques such as interpretive structural modeling and MICMAC analysis are used to establish hierarchical linkages among identified dimensions.

Findings

On the basis of experts’ opinion, refinement through structured Delphi resulted in the identification of 14 advertisement effectiveness dimensions specific to Indian mobile phone industry. Interpretive structural modeling assisted in the development of linkages among these identified dimensions based on their interrelations. Further, attention, relevance, excitability, liking and consumer preference, etc., turned out to be the dimensions of utmost importance for measuring advertisement effectiveness for the Indian mobile phone industry.

Research limitations/implications

The present research work is limited to the recognition and development of hierarchical interrelationships among advertisement effectiveness dimensions specific to mobile phone business in the Indian print context only. Further studies may be carried out for other product or service category in some different media context.

Practical implications

The present research has several significant implications for academics and advertising practitioners involved in designing and developing promotional campaigns for mobile phone brands in India. The identified 14 dimensions and developed hierarchical model provide valuable insights for improving advertisement effectiveness.

Originality/value

This paper demonstrated successful implementation of Delphi and interpretive structural modeling technique to explore the research area of advertisement effectiveness.

Details

Journal of Modelling in Management, vol. 13 no. 1
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 20 January 2012

Jeffrey L. Funk

The purpose of this paper is to analyze standard setting and how a critical mass of users emerged in an industry in which multiple interface standards co‐exist and a…

Abstract

Purpose

The purpose of this paper is to analyze standard setting and how a critical mass of users emerged in an industry in which multiple interface standards co‐exist and a critical mass of users was created multiple times.

Design/methodology/approach

This paper is based on research conducted for almost ten years using the case study approach. Data were gathered through more than 100 interviews with Japanese firms and through analyses of published sources.

Findings

The paper finds that growth in mobile internet services required agreements on multiple interface standards where some of these interface standards exhibited interdependencies and thus required integral design, while others have been built on top of these “basic” interface standards. Agreements on the former interface standards enable basic data connections between phones, services, and content and this required integral design. The latter interface standards connect the mobile phone with content and applications from other industries (e.g. music, video, publishing, broadcasting, and payment) and each critical mass of phones, services, and content for them partly builds from previously created critical masses.

Research limitations/implications

The research focused on a single industry in a single country.

Practical implications

This paper helps scholars and practitioners better understand how interface standards and critical masses for them emerge.

Originality/value

This is the first paper to analyze multiple interface standards in a single industry and the emergence of a critical mass of users or complementary products for these standards.

Details

European Journal of Innovation Management, vol. 15 no. 1
Type: Research Article
ISSN: 1460-1060

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Book part
Publication date: 17 December 2005

Marie-Laure Djelic and Antti Ainamo

The term “fashion” triggers images of frivolous symbolic production with a particular impact on women, quite a world apart at first sight from high technology and mobile

Abstract

The term “fashion” triggers images of frivolous symbolic production with a particular impact on women, quite a world apart at first sight from high technology and mobile telephony that traditionally tend to be associated with science, rationality and masculinity. Surprisingly, we show in this paper that the field of mobile telephony has, for a number of years now, been impacted and significantly transformed by the transposition of fashion logics. We deconstruct the process of logic transposition, considering key moments and key actors, key modes and mechanisms. The comparison of multiple case studies within the mobile telephony industry also points to the limits of transposition and to varying degrees of hybridization and logic co-habitation. This process of logic transposition is, we argue, profoundly transforming the mobile telephony industry, bringing it closer, on many counts, to “cultural industries”. In the end, we draw a number of theoretical conclusions on logic transposition as an important mechanism of institutional change.

Details

Transformation in Cultural Industries
Type: Book
ISBN: 978-1-84950-365-5

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Article
Publication date: 30 May 2008

Hongyi Chen and Tugrul U. Daim

The purpose of this paper is to assess effective integration of two emerging technologies, new emerging opportunities for them and their diffusion in China.

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1302

Abstract

Purpose

The purpose of this paper is to assess effective integration of two emerging technologies, new emerging opportunities for them and their diffusion in China.

Design/methodology/approach

A multi‐perspective analysis and causal models were developed to assess the emerging technologies as a result of the integration. In addition, an initial system dynamics model is developed to explore their diffusion.

Findings

Based on multi‐perspective analysis and causal models in both global and national environments, problems such as security and reliability are identified. System dynamics modeling is used in this paper to assist such foresight process. Different scenarios are proposed by the modeling to offer possible solutions facilitating the development of voice and video over wireless area network (VVoWLAN) in China.

Research limitations/implications

While, the purpose of system dynamics modeling is to demonstrate the application of the methodology, simplifying assumptions are made. To deliver an accurate foresight model, additional data and modeling details will be required. This will lead to future works as an improvement of the model.

Practical implications

A multi‐perspective analysis and causal models were developed to assess the emerging technologies as a result of the integration. These models can easily be used by decision makers evaluating such technologies. The framework suggests that the diffusion of such emerging technologies like VVoWLAN needs to be planned strategically in order to fully realize the value of the integration opportunities identified in the first step.

Originality/value

The paper provides a framework for assessing emerging technologies in China.

Details

Journal of Technology Management in China, vol. 3 no. 2
Type: Research Article
ISSN: 1746-8779

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Article
Publication date: 23 September 2013

Abdul Qayyum, Do Ba Khang and Donyaprueth Krairit

The purpose of this paper is to investigate how various antecedents influence customer loyalty in the mobile phone industry and how customer demographic variables moderate…

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2417

Abstract

Purpose

The purpose of this paper is to investigate how various antecedents influence customer loyalty in the mobile phone industry and how customer demographic variables moderate such relationships. A comprehensive model is proposed and tested empirically that features six antecedents identified in recent industry literature – customer satisfaction, perceived service quality, value, switching costs, trust, and corporate image – and common demographic variables.

Design/methodology/approach

Data were collected using a field questionnaire survey of mobile phone users in Pakistan. Structural equation modeling (SEM) and multi-group SEM evaluate direct and moderating effects.

Findings

Findings suggest that of six antecedents, customer satisfaction, perceived switching costs, service quality, and perceived value have positive and significant relationships with customer loyalty. Among the demographic variables, only income and area of residence moderate the relationships between customer loyalty and the antecedents.

Research limitations/implications

The research was conducted in an Asian country where – due to recent liberalization – the telecommunications industry is emerging. The cultural and socio-economic diversity in Asia limits generalization of findings.

Practical implications

Resource allocation that promotes customer loyalty in the mobile phone industry and improves customer satisfaction, perceived service quality, value, and switching costs can be optimized by implementing different measures for demographic groups. Policies should require mobile phone operators to invest more in rural areas to enhance and expand services.

Originality/value

This study contributes to the literature by offering a comprehensive model that includes the most important antecedents of customer loyalty and customer demographics in the mobile phone industry. The model is validated empirically in the context of emerging Asian economies with new field data sourced from Pakistan.

Details

International Journal of Emerging Markets, vol. 8 no. 4
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 1 August 2006

Louise Canning

The purpose of this article is to provide an application of network literature that can be used for teaching and learning purposes.

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5623

Abstract

Purpose

The purpose of this article is to provide an application of network literature that can be used for teaching and learning purposes.

Design/methodology/approach

The information used to present the case study is drawn principally from documentary evidence as well as discussions with a phone manufacturer, retailer and waste management company.

Findings

Describes the role of key actors in the development of “circular” supply chains for mobile phones and outlines two recovery and reuse/recycling schemes, one which operated as a trial (having been initiated by mobile phone manufacturers) and one which has functioned as a commercially viable arrangement since 2002 and is led by waste management and retail firms. The two schemes demonstrate ways in which various parties seek to influence the behaviour of others as well as changes (both temporary and permanent) in the activities performed by and connections between parties.

Research limitations/implications

Whichever way various companies choose to deal with electronic waste, one factor remains constant, namely that collection schemes are of little value without consumer involvement. The case study would have benefited from empirical research of consumer awareness of and propensity to contribute to phone collection schemes.

Practical implications

A valuable illustration for teachers and students of “markets as networks” using a problem which is prevalent in any geographic location. The case could also be used as a vehicle for students to design and conduct research into consumer disposal of discarded phones and awareness of/propensity to make use of available recovery and reuse/recycling schemes.

Originality/value

Requires the reader to think beyond linear supply chains and shows how network literature can incorporate consumers and organisational actors alike. The UK perspective provides a useful teaching/learning tool by describing how discarded mobile phones are handled. In addition to this, the case study could be used as a starting point from which to investigate how networks are organised in other geographic locations for dealing with this same problem.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 5
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 27 June 2008

Martin Zander and Jamie Anderson

This paper seeks to support and extend other scholars’ examinations of the evolution of technological modularity, vertical specialization and the concepts of the drivers

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3033

Abstract

Purpose

This paper seeks to support and extend other scholars’ examinations of the evolution of technological modularity, vertical specialization and the concepts of the drivers of change in the basis of competition through an analysis of the evolution of the mobile phone industry.

Design/methodology/approach

A two‐year research project was undertaken and in‐depth interviews took place with managers at companies that were responsible for developing the value chain approaches of their firms. Companies were identified from the existing body of literature, observation and personal contact. Additionally, data were collected from developing case studies.

Findings

The paper finds that the mobile phone industry value chain is in the process of deconstructing towards more horizontally stratified structures for some device segments. But, unlike the PC industry, an industry which many analysts suggest provides a precedent for likely evolution of the mobile phone value chain, this trend will not be uniform or consistent across different product types. This will require mobile phone manufacturers to adapt their organizational structures and value chain approaches accordingly, and to rethink the basis for future competitive advantage.

Research limitations/implications

As the research is based on interviews with a limited number of firms within the extended mobile handset industry value chain, it cannot be suggested that the impact of trends identified has equal impact for all firms.

Practical implications

Mobile handset vendors should learn from the PC industry and make sure that their future strategies are not made simply on the basis of cost optimization or speed to market.

Originality/value

The paper fulfils an identified need to understand how industry structures are evolving in one of the most dynamic sectors in the world.

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Article
Publication date: 8 June 2021

Sajjad Shokouhyar, Amirhossein Dehkhodaei and Bahar Amiri

Recently, reverse logistics (RL) has become more prominent due to growing environmental concerns, social responsibility, competitive advantage and high efficiency by…

Abstract

Purpose

Recently, reverse logistics (RL) has become more prominent due to growing environmental concerns, social responsibility, competitive advantage and high efficiency by customers because of the expansion of product selection and shorter product life cycle. However, effective implementation of RL results in some direct advantages, the most important of which is winning customer satisfaction that is vital to a firm’s success. Therefore, paying attention to customer feedback in supply chain and logistics processes has recently increased so that manufacturers have decided to transform their RL into customer-centric RL. Hence, this paper aims to identify the features of a mobile phone which affect consumer purchasing behaviour and to analyse the interrelationship among them to develop a framework for customer-centric RL. These features are studied based on website analysis of several mobile phone manufacturers. The special focus of this paper is on social media data (Twitter) in an attempt to help the decision-making process in RL through a big data analysis approach.

Design/methodology/approach

A portfolio of mobile phone features that affect consumer’s mobile phone purchasing decisions has been taken from website analysis by several mobile phone manufacturers to achieve this objective. Then, interrelationships between the identified features have been established by using big data supplemented with interpretive structural modelling (ISM). Apart from that, cross-impact matrix multiplication, applied to classification analysis, was carried out to graphically represent these features based on their driving power and dependence.

Findings

During the study, it has been observed from the ISM that the chip (F5) is the most significant feature that affects customer’s buying behaviour; therefore, mobile phone manufacturers realize that this is to be addressed first.

Originality/value

The focus of this paper is on social media data (Twitter) so that experts can understand the interaction between mobile phone features that affect consumer’s decisions on mobile phone purchasing by using the results.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 7 March 2016

Rongwei Ren, Lei Yu and Yunxia Zhu

This paper aims to study the evolution of innovation-based dynamic capabilities in informal copycat-style firms. As a kind of informal economical organizations…

Abstract

Purpose

This paper aims to study the evolution of innovation-based dynamic capabilities in informal copycat-style firms. As a kind of informal economical organizations, copycat-style firms in many emerging economies play an important role in their development of the economics. The development of Shanzhai firms, Chinese-style copycat firms, from imitation to innovation has become an important micro-foundation of China’s economic growth and the manufacturing development. With the cluster development of the Chinese mobile phone industry as the macro and industrial environment background, this paper chose Beijing Tianyu Communication Equipment Co. Ltd as the typical example of innovation in Shanzhai firms and studied the evolution of innovation-based dynamic capabilities in this company.

Design/methodology/approach

This paper chose Beijing Tianyu Communication Equipment Co. Ltd as the typical example of innovation in Shanzhai firms and studied the evolution of innovation-based dynamic capabilities in this company by adopting the leading-edge dynamic capability theory, innovation theory and industrial cluster theory. The authors further discussed how to improve the dynamic capabilities in Shanzhai firms in China.

Findings

It is finally suggested that Shanzhai firms should reduce innovation failures and lower damage degree of dynamic capabilities through consistent innovation and paying attention to their innovation improvement.

Originality/value

It will be very significant to research the survival or diminishing of Shanzhai firms from a theoretical perspective, which will eventually enhance property right protection and innovation development in China.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 8 no. 1
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 17 September 2019

Fu Lai Tony Yu and Diana S. Kwan

The purpose of this paper is to explain the miraculous rise of the mobile phone industry in China in particular and China’s impressive industrial growth in recent decades…

Abstract

Purpose

The purpose of this paper is to explain the miraculous rise of the mobile phone industry in China in particular and China’s impressive industrial growth in recent decades in general.

Design/methodology/approach

This paper uses qualitative or story-telling approach for empirical analysis. Specifically, it uses case studies to illustrate the authors’ arguments.

Findings

Utilizing the theory of imitative strategies of latecomer firms and I.M. Kirzner’s concept of entrepreneurial alertness, this paper argues that adaptive entrepreneurs in China’s phone industry survive by being alert to profit opportunities, flexible and adaptable to the changing environments. With limited resources and low technological capabilities at the beginning, Chinese phone makers conduct replication via reverse engineering. Through entrepreneurial learning and imitation, they are able to make indigenous or incremental innovation. The modified models with functions compatible to different groups of consumers and sold at low prices are able to penetrate the low-end markets in the Third World nations.

Practical implications

The authors’ explanation on the success of China’s mobile phone industry sheds light on broader China’s industrial growth as a result of economic reform.

Originality/value

Most studies on China’s mobile phone industry focus on technological analysis, without acknowledging the role of entrepreneurship. This study fills the gap.

Details

Asian Education and Development Studies, vol. 9 no. 3
Type: Research Article
ISSN: 2046-3162

Keywords

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