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New Marketing and Competition Principles through the Adoption of Technology

In: THE END OF COMPETITION The Impact of the Network Economy

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  • COR MOLENAAR

Abstract

As described in the previous chapters, technology has been responsible not only for a change in the buying behaviour of customers but also in the products and services offered by suppliers. This change took place in parallel with companies in the business-to-business (B2B) market and in the consumer market. In certain market situations, it was the linking of systems and the collaboration in, for example, the cloud that were important. In the consumer market, however, the change very much lay in the acceptance of a new buying channel, the adoption of the smartphone by consumers and the change in the buying behaviour due to socio-economic circumstances…

Suggested Citation

  • Cor Molenaar, 2020. "New Marketing and Competition Principles through the Adoption of Technology," World Scientific Book Chapters, in: THE END OF COMPETITION The Impact of the Network Economy, chapter 8, pages 145-159, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811212321_0008
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    More about this item

    Keywords

    Network Economy; Supply Chain; Technology; Customers; Marketing; Asia; Platform Strategy; Multisided Platform; Collaboration;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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