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Title:
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UNDERSTANDING THE DIFFUSION OF MOBILE SERVICES USING STAKEHOLDER THEORY |
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Author(s):
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Indrit Troshani , Sally Rao |
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ISBN:
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978-972-8924-35-5 |
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Editors:
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Piet Kommers (series editors: Piet Kommers, Pedro Isaías and Nian-Shing Chen) |
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Year:
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2007 |
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Edition:
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Single |
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Keywords:
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Mobile services, diffusion, stakeholder theory, Australia. |
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Type:
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Full Paper |
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First Page:
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185 |
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Last Page:
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195 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The adoption of mobile services presents enormous opportunities for all stakeholders in the mobile telecommunications
industry and society as a whole. This paper uses qualitative evidence to assess the diffusion of mobile services in
Australia. Stakeholder theory is employed as a guiding framework. Mobile services stakeholders and their interactions
are identified. We find that while mobile carriers are currently in a dominant position in the industry, in the future,
content providers are likely to leverage brand loyalty to become an influential stakeholder. This may affect the power
balance between them. Both instrumental and normative actions undertaken by Australian stakeholders for the diffusion
of mobile services are also evaluated. We find that diverse instrumental actions, such as knowledge building and
deployment, subsidy, mobilisation, standard setting, and innovation directive, have been undertaken, but have been
ineffective in driving the diffusion of mobile services. The normative actions undertaken so far and their impact on
society are also highlighted. |
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