The mobile payment in retail: Teaching case summary

Apanasevic, Tatjana,1976-KTH,Radio Systems Laboratory (RS Lab),KTH Center för Trådlösa System, Wireless@kth (författare)

The mobile payment in retail : Teaching case summary

Qc 20131217
The case is written for master level students from business, commerce, and technical areas having some background in strategic marketing and management. The work over case implies a group work and a discussion of a strategy behind taken decision.THE OBJECTIVES OF THE CASEThe main objective of the case is to gain practical skills in and better understanding of decision making in the circumstances of market uncertainty. The decision making process requires analysis of company’s core competences (Collis and Montgomery, 2008), market forces (Porter, 1996; Porter, 2008), and understanding of consumer needs. Students should apply different analysis frameworks in order to develop a strategy improving company’s competitive advantage and leveraging opportunities provided by a new technology, namely a new mobile payment solution. In addition, a consumer-centered thinking should lead to a suggestion of a bundle of attractive added values services build on top of mobile payment solution.

Markendahl, JanKTH,KTH Center för Trådlösa System, Wireless@kth,Radio Systems Laboratory (RS Lab)(Swepub:kth)u1z78kon (författare)
KTHRadio Systems Laboratory (RS Lab) (creator_code:org_t)

Ingår i:The 29th Annual IMP Conference (IMP2013) proceedings: Building and Managing Relationships in a Global Network: Challenges and Necessary CapabilitiesIMP Group

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