New Technologies and Marketing
New technologies are disrupting marketing and the marketplace. Consumers are searching for, making decisions about, and using products and services in new ways. Start-ups and incumbents alike use novel data, strategies, and business models driven by these new technologies to enter, grow, and defend markets. The role of marketing is shifting, including how marketing contributes to organizational and societal outcomes and the marketing tools, skills, decisions, and capabilities important to this contribution. New technologies are altering competitive dynamics, economic systems, and society in profound ways. Internet, social, and mobile technologies as well as advances in computing power, automation, and infrastructure have been central to this disruptive role for some time. New innovations, including artificial intelligence (AI), robotics, Natural User Interfaces (NUI), platforms, Cognitive Systems, Virtual Reality (VR) and Augmented Reality (AR), the Internet of Things (IoT), and the data streams they produce are further contributing to this disruption with important implications for the marketing discipline. [unique_solution]Suggested Topics This assignment will showcase scholarship that examines the impact of new technologies on important marketing-related research questions. New technologies, defined as those that are early in the adoption cycle for firms and/or consumers, can be studied from consumer, firm, competition, market, policy, or societal perspectives. Purely conceptual papers are welcome as are papers using any methodological approach. It is crucial that the papers address a real-world marketing question. Examples of the topics are as follows (non-exhaustive): • Consumer: How do new marketing technologies change consumer decision making, satisfaction, communication, and loyalty? How are these new technologies changing shopping, consumption, and disposition behaviors? How do consumers connect with one another and companies and how do such connections affect attitudes and behaviors? How can companies help consumers learn about and adopt these new technologies? How do consumers create/co-create value as they engage with these new technologies? How are new technologies influencing consumers’ identity? What is the impact on consumers’ privacy concerns of these new technologies?