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Exploring the implications of m-commerce for markets and marketing


Business pundits have enthusiastically prognosticated about a seamless, mobile world where commerce occurs on an anywhere, anytime basis. This type of commerce has been referred to as mobile commerce or, more simply, m-commerce. However, there have been relatively few attempts to systematically explore the opportunities and challenges posed by m-commerce. This article investigates the implications of m-commerce for markets and marketing by means of a formal conceptualization of m-commerce, a space-time matrix that delineates the impact of mobile technologies, and a taxonomy of m-commerce applications.

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Author information

Correspondence to Sridhar Balasubramanian.

Additional information

Sridhar Balasubramanian is assistant professor of marketing at the University of North Carolina at Chapel Hill. His interests generally lie in the areas of marketing strategy, e-business, and game theory. He has published in such journals asMarketing Science, Journal of Retailing, andJournal of the Academy of Marketing Science. His doctorate is from Yale University.

Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and Charles C. Hurwitz Fellowship at The University of Texas at Austin. He is a former editor of theJournal of Marketing Research and theJournal of the Academy of Marketing Science. His more than 150 publications include nearly one dozen books and award-winning articles.

Sirkka L. Jarvenpaa holds the James L. Bayless/Rauscher Pierce Refsnes Chair in Business Administration at the McCombs School of Business, University of Texas at Austin, where she codirects the Center for Business, Technology & Law. She presently serves as the editor ofJournal of the Association for Information Systems. She is a founding member of the Global Round Table on Mobile Commerce Research, which held its inaugural meeting in Tokyo in May 2002.

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Balasubramanian, S., Peterson, R.A. & Jarvenpaa, S.L. Exploring the implications of m-commerce for markets and marketing. J. of the Acad. Mark. Sci. 30, 348 (2002). https://doi.org/10.1177/009207002236910

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  • Global Position System
  • Mobile Technology
  • Retail Outlet
  • Football Game
  • Cellular Telephone