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The present research develops a reference model to support the strategic analysis of mobile middleware technology providers, shedding light on the business models currently employed, as well as assessing the potential overlapping of positioning between such actor typology and other incumbent players. The framework is built up through a research methodology integrating multiple case studies and a significant...
The purpose of this research is to provide an original reference framework capable of supporting the classification of Mobile marketing & service management initiatives, thus filling the current literature gap and constituting an initial common ground for future studies in the field. The model, resulting from the integration of a wide literature analysis and 229 in-depth exploratory case studies...
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