What are the Characteristics of the Firms that are Most Prone to Mobile Selling?

Vendors are actively considering the mobile phone as a means of marketing nowadays and should also analyze its potential as a means of selling. In this study, we present the survey results from a sample of 125 firms, in Spain. The author outlines two types of firms (sceptical and receptive) on the basis of factors that drive or inhibit this type of selling. The author then characterize those types of potential mobile firms regarding TOE (technological, organizational and environmental) variables and CRM (perceived customer relationship performance, perceived customer value, electronic database and benefits of mobile CRM) variables. To the best of the author’s knowledge, previous studies have neither analyzed mobile selling in Spain nor proposed an exhaustive characterization of mobile vendor firms and strategies.