My Co-authored Article Titled: “Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective” Published in Journal of Strategic Marketing


The Covid-19 pandemic has profoundly disrupted the worldwide
economy, particularly the restaurant sector. To face these challenges, the multi- and omni-channel approaches have been
embraced by several firms, especially with the integration of mobile
channels and social media. However, no research is conducted to
investigate how this integration can be successful in times of crisis,
such as pandemic. Therefore, drawing upon the self-determination
theory, the present study aims at addressing this research gap by
exploring, from both the restaurant owners’ and customers’ perspectives, how an anti-food waste mobile app called Too Good To
Go (TGTG) – the largest social case in Europe, is perceived as
a strategic distribution channel in the time of pandemic. Based on
18 in-depth interviews with restaurant owners and 22 with customers in Paris, findings highlight the success factors for restaurants
to achieve their digital strategies. Theoretical and practical implications and future research perspectives are presented.

Please cite this article as : Mustafeed Zaman, Tan Vo-Thanh, Rajibul Hasan & Mujahid Mohiuddin Babu (2021): Mobile channel as a strategic distribution channel in times of crisis: a self-determination theory perspective, Journal of Strategic Marketing, DOI: 10.1080/0965254X.2021.1959629

50 -Free Online copies are available from the following link-

To know more about my research in this area, please visit the following link-

Leave a Reply

Your email address will not be published. Required fields are marked *


We are glad that you preferred to contact us. Please fill our short form and one of our friendly team members will contact you back.

    Your Name (required)

    Your Phone Number

    Your Email (required)


    Your Message

    Need Help?