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Acquiring Knowledge from the Customers: An Approach to Develop Industry Foresight for Mobile Commerce

Shengnan Han, Vaida Kadyte, Acquiring Knowledge from the Customers: An Approach to Develop Industry Foresight for Mobile Commerce. In: Proceedings of the 24th McMaster World Congress, 24th McMaster World Congress, January 15-17, 2003, Hamilton, Ontario, Canada, 2003.

Abstract:

Mobile commerce (m-commerce)—is the term for the extension of electronic commerce (e-commerce) from wired to wireless computers and telecommunications, and from fixed locations to anytime, anywhere and anyone (Keen and Mackintosh, 2001). M-commerce is gaining more and more attention from both the IS research community and business organizations. In the paper we propose a framework to develop industry foresight for m-commerce and emphasize the importance of “learning from your customer”. In order to contact the customers and to reach consensus in strategy planning among top managers, we introduce adoption studies as the basis for gathering customer’s data, especially their current and possible future reactions on the m-commerce products and services. We include CRM in our framework as well. The CRM system could serve as a tool for the m-commerce industry producers/suppliers to perform two major tasks: interpret customer information as a firm asset and aggregate “discipline” to use in the foresight building; and cultivate the customers for fulfilling the foresight strategy and promoting adoption of the m-commerce products and services in the future. This framework will help the m-commerce players on the supply side to understand and efficiently respond to the future needs.

BibTeX entry:

@INPROCEEDINGS{pHa03a,
  title = {Acquiring Knowledge from the Customers: An Approach to Develop Industry Foresight for Mobile Commerce},
  booktitle = {Proceedings of the 24th McMaster World Congress},
  author = {Han, Shengnan and Kadyte, Vaida},
  publisher = {24th McMaster World Congress, January 15-17, 2003, Hamilton, Ontario, Canada},
  year = {2003},
  keywords = {mobile commerce, industry foresight, adoption and diffusion, m-commerce products and services, Customer Relationship Management},
}

Belongs to TUCS Research Unit(s): Mobile Commerce

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