Develop the Ideal Profile of Business Typology and Mobile Commerce Strategy

In the past, many studies focused on the impact of the alignment between information technology and business strategies, and they concluded that this alignment affects organizational performance. Despite many alignment studies, the studies which discussed the ideal profile of mobile commerce strategies and business typology are still limited. Therefore, this study adopted case study to develop the ideal profile of the business typology and the ideal profile structure. This study tended to understand how companies use mobile commerce technology to support specific business typology. After in-depth interviews and analysis of three companies in the finance and insurance industry, this study found that companies with different business typologies tended to adopt different types of mobile commerce strategy. For example, Prospector on strategic management tended to use the mobile commerce technology to support the activity of collection of external marketing information and innovative marketing; on administration, the focus was to build a high mobile office environment in the corporation. Analyzer would prefer to adopt similar application after observing the successful cases of Prospector. Defender would emphasize using the mobile commerce technology to support the internal standardized operation.