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Journal of the Academy of Marketing Science
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Exploring the Implications of M-Commerce for Markets and Marketing

Sridhar Balasubraman

University of North Carolina at Chapel Hill

Robert A. Peterson

Sirkka L. Jarvenpaa

The University of Texas at Austin

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, mcommerce. 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.

Journal of the Academy of Marketing Science, Vol. 30, No. 4, 348-361 (2002)
DOI: 10.1177/009207002236910
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