Given the current importance of mobile data for the telecommunications industry, particularly regarding the segment of Mobile Content, the objective of this paper is to explore the structure of the Brazilian Mobile Content market through a depiction of its value system. A case study research approach was employed, comprising the interview of 51 experts on the Brazilian Mobile Content market. Theresults allow the identification of a number of contingent variables that influence the formation of the Brazilian Mobile Content market and inform the elaboration of a conceptual representation of its value system. Both the contingent variables and the proposed value system representation have valuable implications for both business practitioner and academic scholar.
The Brazilian Mobile Content Market: A Value System Interpretation
GHEZZI, ANTONIO;RENGA, FILIPPO MARIA;RANGONE, ANDREA
2010-01-01
Abstract
Given the current importance of mobile data for the telecommunications industry, particularly regarding the segment of Mobile Content, the objective of this paper is to explore the structure of the Brazilian Mobile Content market through a depiction of its value system. A case study research approach was employed, comprising the interview of 51 experts on the Brazilian Mobile Content market. Theresults allow the identification of a number of contingent variables that influence the formation of the Brazilian Mobile Content market and inform the elaboration of a conceptual representation of its value system. Both the contingent variables and the proposed value system representation have valuable implications for both business practitioner and academic scholar.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
