BU Research Blog

Dr Elvira Bolat has had success with third paper from her PhD thesis being published in the Journal of Business-to-Business Marketing.

The article titled ‘Mobile Tech: Superfood or Super Fad of Creative Business?’ discusses how the use of mobile technology can potentially enable innovative solutions and processes in the organisations. It provided a detailed overview of three different clusters of the organisations that might use mobile technology to improve processes such as communication, research and project management but also reorganise their business structures into virtual entities with flexible working processes and portfolio mobile-integrating products, i.e. mobile apps and mobile advertising.