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The MUST Mix Strategy for branded mobile applications

Author

Listed:
  • Zhenzhen Zhao

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, ISC Paris - Institut Supérieur du Commerce de Paris)

  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

Mobile apps development has brought challenges and opportunities for companies to market their brands and products through a new channel. This research identifies the strategies which should be considered by companies in branded apps design. We illustrate five business objectives: communication, customer relationship management, sales, product innovation and marketing research. A M-U-S-T Mix method is proposed to specify how mobile features (M), use of brand mention elements (U), social features (S) and type of applications elements (T) should be used to develop branded apps. The types of branded apps are classified as tool-centric, game-centric, social-centric, m-commerce-centric and design-centric apps. Extensive examples of branded apps are given to illustrate the best practice of these strategies.

Suggested Citation

  • Zhenzhen Zhao & Christine Balagué, 2014. "The MUST Mix Strategy for branded mobile applications," Post-Print hal-01273546, HAL.
    • Handle: RePEc:hal:journl:hal-01273546
    as

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