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The Impact of Advancing Technology on Marketing and Academic Research

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  • Steven M. Shugan

    (Warrington College of Business, University of Florida, Bryan Hall, Box 117155, Gainesville, Florida 32611-7155)

Abstract

Academic research in marketing often and rightfully tends to either build on well-established past research topics or follow well-established practices in industry. However, as technology advances, it might be possible to foresee some more enduring trends and focus research on future issues rather than on past issues. One approach would be to study emerging technologies with rapidly declining costs. Each of these emerging technologies spawns myriad applications that have the potential to dramatically impact existing markets. Interesting research topics include the study of the impact of these applications on different market participants (e.g., final consumers, the seller, the seller of complementary services, intermediaries, information providers, competitors, other industries). Research topics also include the optimal structure for products and services, given these new applications, as well as which intermediary should offer particular services. Research topics also include the interactive ability to rapidly customize marketing strategy by identifying individuals at particular points in time and under particular demand conditions. Five of these technologies include enhanced search services, biometrics and smart cards, enhanced computational speed, M-commerce, and GPS tracking.

Suggested Citation

  • Steven M. Shugan, 2004. "The Impact of Advancing Technology on Marketing and Academic Research," Marketing Science, INFORMS, vol. 23(4), pages 469-475.
    • Handle: RePEc:inm:ormksc:v:23:y:2004:i:4:p:469-475
    DOI: 10.1287/mksc.1040.0096
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    3. Oksana Loginova & Andrea Mantovani, 2019. "Price competition in the presence of a web aggregator," Journal of Economics, Springer, vol. 126(1), pages 43-73, January.
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    7. Anirban Ganguly & Naveen Das & John V. Farr, 2017. "The Role of Marketing Strategies in Successful Disruptive Technologies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 1-20, June.
    8. Varnali, Kaan & Toker, Ayşegül, 2010. "Mobile marketing research: The-state-of-the-art," International Journal of Information Management, Elsevier, vol. 30(2), pages 144-151.
    9. Ming-Hui Huang & Roland T. Rust, 2017. "Technology-driven service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 906-924, November.
    10. Steven M. Shugan, 2007. "The Editor's Secrets," Marketing Science, INFORMS, vol. 26(5), pages 589-595, 09-10.
    11. Steven M. Shugan, 2006. "Editorial: Fifty Years of," Marketing Science, INFORMS, vol. 25(6), pages 551-555, 11-12.
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    13. Darius Bazaras & Margarita Išoraitė & Kristina Vaičiūtė, 2022. "A Study of the Relationship between Marketing and Investment in Technology Development in Transport Company," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    14. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    15. A. Parasuraman, 2006. "—Modeling Opportunities in Service Recovery and Customer-Managed Interactions," Marketing Science, INFORMS, vol. 25(6), pages 590-593, 11-12.
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    17. Steven M. Shugan, 2007. ": Does Good Marketing Cause Bad Unemployment?," Marketing Science, INFORMS, vol. 26(1), pages 1-17, 01-02.
    18. Chuan He & Yuxin Chen, 2006. "Research Note—Managing e-Marketplace: A Strategic Analysis of Nonprice Advertising," Marketing Science, INFORMS, vol. 25(2), pages 175-187, 03-04.
    19. Steven M. Shugan, 2005. "Marketing and Designing Transaction Games," Marketing Science, INFORMS, vol. 24(4), pages 525-530.
    20. Fay, Scott, 2008. "Selling an opaque product through an intermediary: The case of disguising one's product," Journal of Retailing, Elsevier, vol. 84(1), pages 59-75.
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    22. Marcos Singer & Patricio Donoso & Sven Widdel, 2007. "¿Premian Las Tarifas El Desempeño Del Transportista?," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 10(1), pages 21-55.

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