Title: U-business: a taxonomy and growth strategies

Authors: Changsu Kim; Jintae Lee; Stephen Bradley

Addresses: School of Business, Yeungnam University, 214-1 Dae-dong, Gyeongsan-si, Gyeongsangbuk-do, 712-749, Korea ' Leeds School of Business, University of Colorado at Boulder, Boulder, Colorado 80309, USA ' Harvard Business School, Harvard University, Soldiers Field, Boston, Massachusetts 02163, USA

Abstract: U-business uses ubiquitous computing technologies to support uninterrupted communications in business transactions to gain competitive advantage. This study seeks to identify patterns underlying successful U-business growth. It follows four stages: 1) dimensions important for the study of U-business growth strategies were identified through examining past cases. Two dimensions were identified: nature of change (Improvement vs. Innovation) and implementation environment (Physical vs. Virtual Value Chain). 2) These dimensions were then used to build a taxonomy of U-business types and a growth strategy type was defined as a transition from one of these types to another. 3) A focus group consisting of U-business and UbiComp experts was then used to validate these dimensions and generate hypotheses about successful strategies. 4) These strategies were then tested by using the transition strategies that Apple has used in its product offerings. These findings are used to provide guidelines about growth strategies for U-business companies.

Keywords: u-business taxonomy; u-commerce; ubiquitous commerce; ultimate commerce; uber-commerce; value chain; growth strategy; ubiquitous computing; UbiComp; ubiquitous business; business growth strategies; Apple.

DOI: 10.1504/IJBIS.2016.074259

International Journal of Business Information Systems, 2016 Vol.21 No.2, pp.221 - 236

Available online: 20 Jan 2016 *

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