btawelove.blogg.se - Heathkit digital techniques

" How consumer digital signals are reshaping the customer journey," Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. " Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review,"

Okazaki, Shintaro & Eisend, Martin & Plangger, Kirk & de Ruyter, Ko & Grewal, Dhruv, 2020.

" Algorithmic Bias? An Empirical Study of Apparent Gender-Based Discrimination in the Display of STEM Career Ads,"

Anja Lambrecht & Catherine Tucker, 2019.

Journal of the Academy of Marketing Science, Springer, vol. " The effect of marketing department power on investor responses to announcements of AI-embedded new product innovations,"

Manjunath Padigar & Ljubomir Pupovac & Ashish Sinha & Rajendra Srivastava, 2022.

" The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service evolution," & Mende, Martin & Grewal, Dhruv & Parasuraman, A., 2022. " Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features,"

Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022.

We close with a research agenda to motivate additional thought-leading research in this fast-growing area. Then, we report insights from 16 boardroom interviews with senior marketing managers resulting in three broad themes: decentralized marketing, metamodern customer experiences, and marketing mechanization.

We propose a framework that focuses on the role of strategic resources used by managers to develop and deliver on the promise of digital technologies.

Some of these benefits are described in the articles that make up this special issue. This can lead to technological innovations that create customer, firm, and societal value. Marketing strategists can benefit from academic marketing’s thought leadership to learn how they can transform these challenges into strategic opportunities for competitive advantage. Importantly, managers need to develop a deeper understanding of consumer attitudes towards and engagement with (or lack thereof) digital technologies. At the same time, marketing managers are confronted with a variety of challenges surrounding the strategic use of these technologies and the need to re-think their digital strategies. Digital technologies are key to achieving competitive advantage across marketing and retailing contexts.