Mobile tech in Creative Business: Superfood or super fad?

Authors: Bolat, E.

Conference: B2B Marketing Colloquium

Dates: 6 October 2017


Creative agencies are well-known for pioneering technological transformation due its reliance on information and communication technology. Not surprisingly creative businesses are experimenting with mobile technology, but the extend and the scope of mobile technology adoption and deployment varies with majority of creative businesses using mobile technology as an operational resource and outsourcing activities that involve mobile technology specialisation. We interviewed 31 creative business decisions-makers. Applying a service innovation practice theoretical perspective, this grounded theory research reveals that mobile technology stimulates both process and product innovation practices. Mobile technology is in fact a superfood that with the right combination of resources, capabilities and processes delivers strategic benefits for creative businesses.

Source: Manual