IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v47y2019i4d10.1007_s11747-018-0613-6.html
   My bibliography  Save this article

Driving growth of Mwallets in emerging markets: a retailer’s perspective

Author

Listed:
  • V. Kumar

    (Georgia State University
    Huazhong University of Science and Technology
    Indian School of Business
    TAMU)

  • Nandini Nim

    (Georgia State University)

  • Amalesh Sharma

    (Texas A&M University)

Abstract

The technology growth and evolving customer expectations in emerging markets have led firms to search for strategic tools to engage customers. The digital payment industry has seen the emergence of a new mobile-based service called Mwallet: a digital version of a physical wallet. Although there has been excitement, firms lack guidance regarding leveraging the potential of Mwallets. Relying on the extant literature, industry reports, and a qualitative study, we investigate the strategic potential of Mwallets for retailers. We develop a research framework and provide multiple research propositions linking Mwallet integration to customer engagement (CE) and discussing the moderating effects of market, firm, and customer-related factors. We find that Mwallet integration will have an S-shaped relationship with CE. An initial empirical investigation provides evidence for the effect of Mwallet on CE. This research is the first step towards linking Mwallet to a retailer’s performance; it demonstrates academic and managerial relevance.

Suggested Citation

  • V. Kumar & Nandini Nim & Amalesh Sharma, 2019. "Driving growth of Mwallets in emerging markets: a retailer’s perspective," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 747-769, July.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:4:d:10.1007_s11747-018-0613-6
    DOI: 10.1007/s11747-018-0613-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-018-0613-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-018-0613-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Eric von Hippel, 1986. "Lead Users: A Source of Novel Product Concepts," Management Science, INFORMS, vol. 32(7), pages 791-805, July.
    2. Lall, Sanjaya, 1992. "Technological capabilities and industrialization," World Development, Elsevier, vol. 20(2), pages 165-186, February.
    3. Shantanu Dutta & Om Narasimhan & Surendra Rajiv, 2005. "Conceptualizing and measuring capabilities: methodology and empirical application," Strategic Management Journal, Wiley Blackwell, vol. 26(3), pages 277-285, March.
    4. Eric von Hippel & Ralph Katz, 2002. "Shifting Innovation to Users via Toolkits," Management Science, INFORMS, vol. 48(7), pages 821-833, July.
    5. David J. Collis, 1994. "Research Note: How Valuable are Organizational Capabilities?," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 143-152, December.
    6. Von Hippel, Eric A. & Katz, Ralph, 2002. "Shifting Innovation to Users Via Toolkits," Working papers 4232-02, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    7. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    8. Neil A. Morgan & Douglas W. Vorhies & Charlotte H. Mason, 2009. "Market orientation, marketing capabilities, and firm performance," Strategic Management Journal, Wiley Blackwell, vol. 30(8), pages 909-920, August.
    9. Ortega, María José Ruiz, 2010. "Competitive strategies and firm performance: Technological capabilities' moderating roles," Journal of Business Research, Elsevier, vol. 63(12), pages 1273-1281, December.
    10. Gordon Burtch & Seth Carnahan & Brad N. Greenwood, 2018. "Can You Gig It? An Empirical Examination of the Gig Economy and Entrepreneurial Activity," Management Science, INFORMS, vol. 64(12), pages 5497-5520, December.
    11. Dirk Sommer, 2001. "Multi-Utilities : Trends - Blurring Industry Boundaries," World Bank Publications - Reports 11401, The World Bank Group.
    12. Reinganum, Jennifer F., 1989. "The timing of innovation: Research, development, and diffusion," Handbook of Industrial Organization, in: R. Schmalensee & R. Willig (ed.), Handbook of Industrial Organization, edition 1, volume 1, chapter 14, pages 849-908, Elsevier.
    13. Shaw, Norman, 2014. "The mediating influence of trust in the adoption of the mobile wallet," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 449-459.
    14. Caterina Tantalo & Richard L. Priem, 2016. "Value creation through stakeholder synergy," Strategic Management Journal, Wiley Blackwell, vol. 37(2), pages 314-329, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ajimon George & Prajod Sunny, 2021. "Developing a Research Model for Mobile Wallet Adoption and Usage," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 82-98, January.
    2. Wang, Xin (Shane) & Ryoo, Jun Hyun (Joseph) & Bendle, Neil & Kopalle, Praveen K., 2021. "The role of machine learning analytics and metrics in retailing research," Journal of Retailing, Elsevier, vol. 97(4), pages 658-675.
    3. Ehret, Michael & Olaniyan, Rotimi, 2023. "Banking the unbanked. Constitutive rules and the institutionalization of mobile payment systems in Nigeria," Journal of Business Research, Elsevier, vol. 163(C).
    4. Ashwarya Kapoor & Rajiv Sindwani & Manisha Goel, 2024. "Mobile Wallets: Theoretical and Empirical Analysis," Global Business Review, International Management Institute, vol. 25(2_suppl), pages 211-228, April.
    5. Vikram Choudhary & Rajesh K Aithal, 2023. "Low-cost Technologies for Kirana (Small) Retail: A Game Changer?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 250-258, July.
    6. Egemen Hopalı & Özalp Vayvay & Zeynep Tuğçe Kalender & Deniz Turhan & Ceyda Aysuna, 2022. "How Do Mobile Wallets Improve Sustainability in Payment Services? A Comprehensive Literature Review," Sustainability, MDPI, vol. 14(24), pages 1-30, December.
    7. Hameed, Irfan & Akram, Umair & Khan, Yamna & Khan, Naveed R. & Hameed, Imran, 2024. "Exploring consumer mobile payment innovations: An investigation into the relationship between coping theory factors, individual motivations, social influence and word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    8. Anirban Adhikary & Krishna Sundar Diatha & Sourav Bikash Borah & Amalesh Sharma, 2021. "How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 882-902, September.
    9. Malobi Mukherjee & Jacob Wood, 2021. "Consolidating Unorganised Retail Businesses through Digital Platforms: Implications for Achieving the UN Sustainable Development Goals," Sustainability, MDPI, vol. 13(21), pages 1-28, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kibaek Lee & Jaeheung Yoo & Munkee Choi & Hangjung Zo & Andrew P Ciganek, 2016. "Does External Knowledge Sourcing Enhance Market Performance? Evidence from the Korean Manufacturing Industry," PLOS ONE, Public Library of Science, vol. 11(12), pages 1-19, December.
    2. Habicht, Hagen & Oliveira, Pedro & Shcherbatiuk, Viktoriia, 2012. "User Innovators: When Patients Set Out to Help Themselves and End Up Helping Many," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 66(3), pages 277-295.
    3. Maxim Kotsemir & Alexander Abroskin & Dirk Meissner, 2013. "Innovation concepts and typology – an evolutionary discussion," HSE Working papers WP BRP 05/STI/2013, National Research University Higher School of Economics.
    4. Bengtsson, Lars & Ryzhkova, Natalia, 2013. "Managing a strategic source of innovation: Online users," International Journal of Information Management, Elsevier, vol. 33(4), pages 655-662.
    5. Na, Cheongho & Kim, Eungdo & Hwang, Junseok, 2014. "Research on open innovation strategy and its performance in Korea smart media industry: Focusing on user innovation strategy," 20th ITS Biennial Conference, Rio de Janeiro 2014: The Net and the Internet - Emerging Markets and Policies 106850, International Telecommunications Society (ITS).
    6. Felix Homfeldt & Alexandra Rese & Hanno Brenner & Daniel Baier & Til Fabio Schäfer, 2017. "Identification And Generation Of Innovative Ideas In The Procurement Of The Automotive Industry: The Case Of Audi Ag," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(07), pages 1-31, October.
    7. Zhang, Haisu & Wu, Fang & Cui, Anna Shaojie, 2015. "Balancing market exploration and market exploitation in product innovation: A contingency perspective," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 297-308.
    8. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
    9. Claussen, Jörg & Halbinger, Maria A., 2021. "The role of pre-innovation platform activity for diffusion success: Evidence from consumer innovations on a 3D printing platform," Research Policy, Elsevier, vol. 50(8).
    10. Hung, Chia-Liang & Chou, Jerome Chih-Lung & Dong, Tse-Ping, 2011. "Innovations and communication through innovative users: An exploratory mechanism of social networking website," International Journal of Information Management, Elsevier, vol. 31(4), pages 317-326.
    11. Lars Bo Jeppesen & Lars Frederiksen, 2006. "Why Do Users Contribute to Firm-Hosted User Communities? The Case of Computer-Controlled Music Instruments," Organization Science, INFORMS, vol. 17(1), pages 45-63, February.
    12. Rivieccio, Giorgia & Raïes, Karine & Schiavone, Francesco, 2023. "Are you attractive enough? An empirical analysis on user innovators' characteristics and the creation of new social ventures," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    13. Hermes, Tim Leonard, 2021. "The Impact of Community Involvement on Game Life-Cycle: Evidence based on Gaming Platform Steam," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(3), pages 547-567.
    14. G. Parmentier & Vincent Mangematin, 2014. "Orchestrating innovation with user communities in the creative industries," Grenoble Ecole de Management (Post-Print) halshs-00848861, HAL.
    15. Lars BENGTSSON & Natalia RYZHKOVA, 2013. "Managing Online Users in Open Innovation: The Case of a Nordic Telecom Company," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(89), pages 37-53, 1st quart.
    16. Ghasemzadeh, Khatereh & Bortoluzzi, Guido & Yordanova, Zornitsa, 2022. "Collaborating with users to innovate: A systematic literature review," Technovation, Elsevier, vol. 116(C).
    17. Slavo Radosevic & Esin Yoruk, 2012. "SAPPHO Revisited: Factors of Innovation Success in Knowledge-Intensive Enterprises in Central and Eastern Europe," DRUID Working Papers 12-11, DRUID, Copenhagen Business School, Department of Industrial Economics and Strategy/Aalborg University, Department of Business Studies.
    18. Flowers, Stephen, 2008. "Harnessing the hackers: The emergence and exploitation of Outlaw Innovation," Research Policy, Elsevier, vol. 37(2), pages 177-193, March.
    19. Francesco Paolo Appio & Antonella Martini & Silvia Massa & Stefania Testa, 2016. "Unveiling the intellectual origins of Social Media-based innovation: insights from a bibliometric approach," Scientometrics, Springer;Akadémiai Kiadó, vol. 108(1), pages 355-388, July.
    20. Svensson, Peter O. & Hartmann, Rasmus Koss, 2018. "Policies to promote user innovation: Makerspaces and clinician innovation in Swedish hospitals," Research Policy, Elsevier, vol. 47(1), pages 277-288.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:47:y:2019:i:4:d:10.1007_s11747-018-0613-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.