Daniel Adomako Asamoah, John Bowman Dinsmore and Kunal Swani
While few studies have examined business-to-business (B2B) mobile application (app) usage, none have examined the challenges in developing these technological assets. This study…
Abstract
Purpose
While few studies have examined business-to-business (B2B) mobile application (app) usage, none have examined the challenges in developing these technological assets. This study aims to examine B2B marketing executives’ perceptions regarding benefits, barriers and facilitators in app development.
Design/methodology/approach
A survey of 311 B2B marketing executives at selling firms in the USA was conducted to identify key themes related to the benefits, barriers and facilitators in developing B2B apps. The research featured “open-ended” questions exclusively, and advanced textual and thematic analysis of executives’ responses produced several key themes.
Findings
Results show that the perceived benefit of lowering customer servicing and costs drives development more so than trying to realize new revenue opportunities (e.g. “saving” vs. “making” money). Achieving internal buy-in/participation was perceived as a larger barrier than the commitment of financial resources. Additionally, training and education were viewed as the strongest facilitators of an app’s success over its design and functionality. Implications for B2B firms are discussed.
Research limitations/implications
The open-ended format of this research captures a greater breadth of perspectives at the expense of more granular analysis of any particular issue.
Originality/value
The themes generated from the responses offer novel insights into the benefits sought in developing an app, as well as the technological, organizational and environmental factors that act as barriers and facilitators. The open-ended format of this research captures a greater breadth of perspectives at the expense of a more granular analysis of any particular issue.
Details
Keywords
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Use of mobile applications can enhance performance in business-to-business (B2B) contexts. Firms are able to develop apps in order to attain various benefits but must also be cognizant of different technological, environmental and organizational factors with the potential to facilitate or impede development.
Originality/value
The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.