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New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

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  • Shrihari Sridhar

    (Texas A&M University)

  • Eric Fang

    (China Europe International Business School (CEIBS)
    University of Illinois)

Abstract

The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The second D is “data-rich”; digital marketing has made available to researchers unprecedented data on firm and customer behavior. The third D is “developing markets”; the issue of marketing strategy in a digital and data-rich context is particularly relevant in developing markets such as BRIC (Brazil, Russia, India, and China) countries. This article formally defines the scopes of the three Ds, identifies opportunities associated with three Ds, and highlights the work published in these areas that will hopefully trigger more research work in D3 environments.

Suggested Citation

  • Shrihari Sridhar & Eric Fang, 2019. "New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 977-985, November.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:6:d:10.1007_s11747-019-00698-y
    DOI: 10.1007/s11747-019-00698-y
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    2. Wu, Chih-Wen & Botella-Carrubi, Dolores & Blanco-González-Tejero, Cristina, 2024. "The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    3. Yuan, Denghua & Lin, Zhibin & Filieri, Raffaele & Liu, Ran & Zheng, Mengqin, 2020. "Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement," Journal of Business Research, Elsevier, vol. 115(C), pages 38-47.
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    5. Vinay Singh & Brijesh Nanavati & Arpan Kumar Kar & Agam Gupta, 2023. "How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1621-1638, August.
    6. Ludivine Ravat & Aurélie Hemonnet-Goujot & Sandrine Hollet-Haudebert, 2023. "Data-driven innovation capability of marketing for B2B firms: definition and construction process," Post-Print hal-04151228, HAL.
    7. Aimé, Isabelle & Berger-Remy, Fabienne & Laporte, Marie-Eve, 2022. "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆," Journal of Business Research, Elsevier, vol. 145(C), pages 814-827.
    8. Christian Homburg & Dominik M. Wielgos, 2022. "The value relevance of digital marketing capabilities to firm performance," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 666-688, July.

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