Mobile telephony: new marketing object in a globalized economy

Bruno Salgues ()
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Bruno Salgues: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: Traditional models of adoption of technologies do not work well for the ICTs (Information and Communication Technologies). Applying these models in the real world, have proven to be quite a burden for specialists in marketing. The cultural argument is also found out not to be determining in success. The paper presents some limits of the analysis of technology adoption.

Keywords: Mobile telephony; Cultural; Adoption (search for similar items in EconPapers)
Date: 2008-06-30
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Published in 10th IBIMA Conference on Innovation and Knowledge Management in Business Globalization, Jun 2008, Kuala Lumpur, Malaysia. pp.137 - 145

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02515984

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