Jaakko Sinisalo

Mobile customer relationship management: underlying issues and challenges

Purpose – The purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique characteristics. Second, the authors develop the empirically grounded framework of the underlying issues in the initiation of mCRM.Design/methodology/approach – A single‐case‐study method is used for the empirical component of the study in order to gain a holistic view of the case and access to latent and confidential information of the company under scrutiny. Semi‐structured interviews of the key informants of the company form the main data source through which the issues are identified and the proposed framework is built.Findings – The proposed framework identifies issues that can be divided into three categories (exogenous, endogenous and mCRM‐specific) the company has to take into account when moving towards mCRM.Research limitations/implications – Since, this is a single‐case stud...

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

Purpose – The purpose of the paper is to investigate an intentionally developed business network (IDBN) for mobile marketing (m‐marketing).Design/methodology/approach – The 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.Findings – It 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/implications – More empirical research efforts need to be focused on studying IDBNs as a way to organize exchanges between var...

Managing Customer Relationships through Mobile Medium — Underlying Issues and Opportunities

Although customer relationship management (CRM) is currently gaining widespread popularity in several disciplines and industries, mobile medium as an element of CRM is rarely taken into consideration. The purpose of this study is twofold. First, to guarantee a coherent discussion about phenomenon, a preliminary conceptualization of mobile customer relationship management (mCRM) is presented. Second, the authors illustrate the underlying issues of the initiation of mCRM. A single case study method is used for the empirical component of the study. In more detail, a major retailer that implemented mCRM and use mobile medium to promote CRM activities is investigated. The main results of the study indicate that while there are a lot of uncertainties related to adopting mCRM, the mobile medium can be an effective complement to traditional CRM. The paper finally presents contributions, limitations and avenues for further research of this emerging topic.

Business model scenarios in mobile advertising

In connection with advances in wireless technology, mobile advertising (m-advertising) has been identified one of the most promising potential business areas. Even though it offers revenue-generating opportunities for a number of different actors, the possibilities have not been utilised or studied. The purpose of this paper is to explore what kind of business network could evolve around a novel m-advertising service. Using a scenario planning method, this study suggests four network models, each describing three elements, for example, the mobile service, the roles of the actors and the value-creating exchanges between them. This study also evaluates the scenarios by discussing their value creation potential.

The role of the mobile medium in multichannel CRM communication

Research concerning the multichannel environment in different industries and contexts is increasing. However, the majority of studies fail to acknowledge the different characteristics of each individual channel. Therefore, this study takes a closer look at the mobile medium within the multichannel environment in CRM. More specifically, the purpose of this study is to examine the role of the mobile medium among other channels within multichannel CRM communication. Based on the purpose of the study, this research builds on an empirical single-case study in the airline industry. The findings of the study indicate that the mobile medium has an important, albeit complementary, role within multichannel CRM communication. The role is enhanced when the company takes into account the phase of the customer relationship and, moreover, the customers’ travelling process.

Barriers to the use of mobile sales force automation systems: a salesperson’s perspective

Purpose – The purpose of this paper is to examine the barriers associated with the adoption and use of mobile sales force automation (SFA) systems from a salesperson’s perspective. Design/methodology/approach – A qualitative investigation of two business-to-business companies was conducted. Data collected from ten semi-structured interviews with directors or sales managers were analyzed to understand the main barriers to SFA system adoption. Findings – The study confirms the existence of three barriers (customer knowledge, quality of information and the characteristics of mobile devices) to a mobile SFA system use and identifies two additional barriers: lack of time and optimization issues. Research limitations/implications – The explorative nature of the study and the qualitative method employed limit the generalizability of the results. The propositions could be further validated and tested with a wider population. Practical implications – Organizations wishing to speed the adoption of a mobile SFA syst...

Integrated marketing communications in mobile context

The use of the mobile medium as a communications and entertainment channel between a brand and an end-user is gradually evolving. Academic research on mobile marketing has also begun to flourish. However, the growing body of literature on mobile marketing appears to be inconsistent and fairly fragmented. This paper conceptualizes a model that links the use of database information and mobile media to develop interactive and integrated marketing communication strategies. As a part of this model, we discuss the foundations of mobile marketing and interactive integrated marketing communications. Furthermore, we present a case study of a company that is developing and implementing a mobile marketing campaign in retailing. Although, we discuss the entire model, the case study focuses on the initiation stage of mobile marketing, and how customer’s age, gender, family size and interests affect their willingness to give permission to receive mobile marketing.

Personality or skill: a qualitative study of humorous recruitment advertising campaign on social media

The aim of this paper is to understand the challenges and opportunities of using humour in a recruitment advertising campaign. In this study, we approach through a case study the social media recruiting campaign of a high-profile company operating in the architecture industry. The campaign used humour as a device when seeking the right person. The main empirical data were collected through a qualitative open-ended questionnaire targeted at 28 potential job seekers at the architect firm to understand how the humorous recruitment campaign and recruitment ads were perceived by potential job seekers. In addition, an interview with the office manager regarding the goals of the recruitment advertising campaign was conducted, and statistics provided by Facebook and Google Analytics were interpreted. This study provides managers a new understanding of and suggestions regarding the challenges and opportunities of using humour as a marketing device in recruitment advertising campaigns.