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Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution

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  • Krafft, Manfred
  • Sajtos, Laszlo
  • Haenlein, Michael

Abstract

Artificial Intelligence (AI) and 5G connectivity have been identified as drivers of the so-called Fourth Industrial Revolution (FIR). AI and 5G, through emerging technologies such as blockchain, gene editing, Internet of Things sensors, nanotechnology, or 3D printing accelerate a blurring of boundaries between digital, biological, and physical spheres. In this editorial, we introduce the term boundary object, or boundary technology, that can help process more information (syntactic boundary) for enhanced learning (semantic boundary) and that can create a higher-level intelligence (pragmatic boundary). Boundary objects are also a means of representing, learning about, and transforming knowledge at a given boundary. We propose that crossing syntactic, semantic, and pragmatic boundaries is facilitated by three FIR phenomena (big data, machine learning, and AI). Each of these phenomena possesses a unique capability (processing, learning, and adaptation) to help communities learn about their differences and dependences. We also show how the six articles in this special issue are related to boundary and sphere challenges, and we provide an overview of directions for future research. All in all, marketing scholars should focus on enhancing their abilities in knowledge integration across boundaries to sustain their role as cutting-edge scientists.

Suggested Citation

  • Krafft, Manfred & Sajtos, Laszlo & Haenlein, Michael, 2020. "Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 1-8.
    • Handle: RePEc:eee:joinma:v:51:y:2020:i:c:p:1-8
    DOI: 10.1016/j.intmar.2020.06.001
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    References listed on IDEAS

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    2. Kimble, Chris & Grenier, Corinne & Goglio-Primard, Karine, 2010. "Innovation and knowledge sharing across professional boundaries: Political interplay between boundary objects and brokers," International Journal of Information Management, Elsevier, vol. 30(5), pages 437-444.
    3. Libai, Barak & Bart, Yakov & Gensler, Sonja & Hofacker, Charles F. & Kaplan, Andreas & Kötterheinrich, Kim & Kroll, Eike Benjamin, 2020. "Brave New World? On AI and the Management of Customer Relationships," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 44-56.
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    5. Hoyer, Wayne D. & Kroschke, Mirja & Schmitt, Bernd & Kraume, Karsten & Shankar, Venkatesh, 2020. "Transforming the Customer Experience Through New Technologies," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 57-71.
    6. De Bruyn, Arnaud & Viswanathan, Vijay & Beh, Yean Shan & Brock, Jürgen Kai-Uwe & von Wangenheim, Florian, 2020. "Artificial Intelligence and Marketing: Pitfalls and Opportunities," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 91-105.
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    9. Gupta, Shaphali & Leszkiewicz, Agata & Kumar, V. & Bijmolt, Tammo & Potapov, Dmitriy, 2020. "Digital Analytics: Modeling for Insights and New Methods," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 26-43.
    10. Grewal, Dhruv & Kroschke, Mirja & Mende, Martin & Roggeveen, Anne L. & Scott, Maura L., 2020. "Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 9-25.
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