IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v150y2022icp515-527.html
   My bibliography  Save this article

Distributed marketing networks: The fourth industrial revolution

Author

Listed:
  • Achrol, Ravi S.
  • Kotler, Philip

Abstract

Interfirm networks are fundamental to market organization. The business environment is experiencing disruptive changes—uncertainty is increasing to levels of turbulence due to exponential growth in knowledge and technologies. There is a growing gap in our understanding of how all the changes are affecting the structure of interorganizational networks. This paper makes the case that networks are likely to reorganize around four strategic foci—distributed micro manufacturing, AI mediated consumption, distributed innovation, and distributed marketing. Our analysis suggests that the distributed networks will employ more polyarchic market mechanisms than the hierarchical or relational mechanisms of the past, and marketing will evolve a horizontal strategic posture, as well as reintegrate production but in a distributed micro-manufacturing framework.

Suggested Citation

  • Achrol, Ravi S. & Kotler, Philip, 2022. "Distributed marketing networks: The fourth industrial revolution," Journal of Business Research, Elsevier, vol. 150(C), pages 515-527.
    • Handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:515-527
    DOI: 10.1016/j.jbusres.2022.06.029
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322005690
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.06.029?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Davenport, Thomas H., 2018. "The AI Advantage: How to Put the Artificial Intelligence Revolution to Work," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262039176, April.
    2. Jason Owen-Smith & Massimo Riccaboni & Fabio Pammolli & Walter W. Powell, 2002. "A Comparison of U.S. and European University-Industry Relations in the Life Sciences," Management Science, INFORMS, vol. 48(1), pages 24-43, January.
    3. Klevorick, Alvin K. & Levin, Richard C. & Nelson, Richard R. & Winter, Sidney G., 1995. "On the sources and significance of interindustry differences in technological opportunities," Research Policy, Elsevier, vol. 24(2), pages 185-205, March.
    4. James Bessen & Robert M. Hunt, 2007. "An Empirical Look at Software Patents," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 16(1), pages 157-189, March.
    5. Basu, Sandip & Phelps, Corey & Kotha, Suresh, 2011. "Towards understanding who makes corporate venture capital investments and why," Journal of Business Venturing, Elsevier, vol. 26(2), pages 153-171, March.
    6. Jay Pil Choi, 2010. "Patent Pools And Cross-Licensing In The Shadow Of Patent Litigation," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 51(2), pages 441-460, May.
    7. Frank Schwartz & Stefan Voß, 2014. "Postponement Strategies in Supply Chain Management," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 65(5), pages 796-797, May.
    8. Melissa A. Schilling & Corey C. Phelps, 2007. "Interfirm Collaboration Networks: The Impact of Large-Scale Network Structure on Firm Innovation," Management Science, INFORMS, vol. 53(7), pages 1113-1126, July.
    9. Meißner, Martin & Pfeiffer, Jella & Peukert, Christian & Dietrich, Holger & Pfeiffer, Thies, 2020. "How virtual reality affects consumer choice," Journal of Business Research, Elsevier, vol. 117(C), pages 219-231.
    10. Ritter, Thomas & Gemunden, Hans Georg, 2003. "Network competence: Its impact on innovation success and its antecedents," Journal of Business Research, Elsevier, vol. 56(9), pages 745-755, September.
    11. Rust, Roland T., 2020. "The future of marketing," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 15-26.
    12. Berman, Barry, 2012. "3-D printing: The new industrial revolution," Business Horizons, Elsevier, vol. 55(2), pages 155-162.
    13. Duncan J. Watts & Steven H. Strogatz, 1998. "Collective dynamics of ‘small-world’ networks," Nature, Nature, vol. 393(6684), pages 440-442, June.
    14. Josh Lerner & Ramana Nanda, 2020. "Venture Capital's Role in Financing Innovation: What We Know and How Much We Still Need to Learn," Journal of Economic Perspectives, American Economic Association, vol. 34(3), pages 237-261, Summer.
    15. Bliemel Martin J. & McCarthy Ian P. & Maine Elicia M.A., 2014. "An Integrated Approach to Studying Multiplexity in Entrepreneurial Networks," Entrepreneurship Research Journal, De Gruyter, vol. 4(4), pages 367-402, October.
    16. Nicolaj Siggelkow & Jan W. Rivkin, 2005. "Speed and Search: Designing Organizations for Turbulence and Complexity," Organization Science, INFORMS, vol. 16(2), pages 101-122, April.
    17. Jasjit Singh, 2005. "Collaborative Networks as Determinants of Knowledge Diffusion Patterns," Management Science, INFORMS, vol. 51(5), pages 756-770, May.
    18. James Bessen & Eric Maskin, 2009. "Sequential innovation, patents, and imitation," RAND Journal of Economics, RAND Corporation, vol. 40(4), pages 611-635, December.
    19. Joseph E. Stiglitz, 2017. "The Revolution of Information Economics: The Past and the Future," NBER Working Papers 23780, National Bureau of Economic Research, Inc.
    20. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    21. Geum, Youngjung & Kim, Moon-Soo & Lee, Sungjoo, 2016. "How industrial convergence happens: A taxonomical approach based on empirical evidences," Technological Forecasting and Social Change, Elsevier, vol. 107(C), pages 112-120.
    22. Corey C. Phelps & Sandip Basu & Suresh Kotha, 2011. "Towards understanding who makes corporate venture capital investments and why," Post-Print hal-00575634, HAL.
    23. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    24. Manjit S. Yadav & Paul A. Pavlou, 2020. "Technology-enabled interactions in digital environments:a conceptual foundation for current and future research," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 132-136, January.
    25. Noordhoff, C.S. & Kyriakopoulos, K. & Moorman, C. & Pauwels, P. & Dellaert, B.G.C., 2011. "The Bright Side and Dark Side of Embedded Ties In Business-to-Business Innovation," ERIM Report Series Research in Management ERS-2011-008-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    26. Lee Fleming & Charles King & Adam I. Juda, 2007. "Small Worlds and Regional Innovation," Organization Science, INFORMS, vol. 18(6), pages 938-954, December.
    27. Eric von Hippel & Georg von Krogh, 2003. "Open Source Software and the “Private-Collective” Innovation Model: Issues for Organization Science," Organization Science, INFORMS, vol. 14(2), pages 209-223, April.
    28. Håkansson, Håkan & Snehota, Ivan, 1989. "No business is an island: The network concept of business strategy," Scandinavian Journal of Management, Elsevier, vol. 5(3), pages 187-200.
    29. V. Kumar & Ashutosh Dixit & Rajshekar (Raj) G. Javalgi & Mayukh Dass, 2016. "Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 24-45, January.
    30. Pradeep Chintagunta & Dominique M. Hanssens & John R. Hauser, 2016. "Editorial—Marketing Science and Big Data," Marketing Science, INFORMS, vol. 35(3), pages 341-342, May.
    31. Weller, Christian & Kleer, Robin & Piller, Frank T., 2015. "Economic implications of 3D printing: Market structure models in light of additive manufacturing revisited," International Journal of Production Economics, Elsevier, vol. 164(C), pages 43-56.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Namal Mete Kaan & Tufan Cenk & Köksal Kemal & Mert İbrahim Sani, 2023. "The Effect of Market and Technological Turbulence on Innovation Performance in Nascent Enterprises: The Moderating Role of Entrepreneur’s Courage," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 17(1), pages 1-19.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Manis, K.T. & Madhavaram, Sreedhar, 2023. "AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues," Journal of Business Research, Elsevier, vol. 157(C).
    2. Muhamed Kudic & Wilfried Ehrenfeld & Toralf Pusch, 2015. "On the trail of core–periphery patterns in innovation networks: measurements and new empirical findings from the German laser industry," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 55(1), pages 187-220, October.
    3. Christina Fang & Jeho Lee & Melissa A. Schilling, 2010. "Balancing Exploration and Exploitation Through Structural Design: The Isolation of Subgroups and Organizational Learning," Organization Science, INFORMS, vol. 21(3), pages 625-642, June.
    4. Graf, Holger & Kalthaus, Martin, 2018. "International research networks: Determinants of country embeddedness," Research Policy, Elsevier, vol. 47(7), pages 1198-1214.
    5. Schwiebacher, Franz, 2013. "Does fragmented or heterogeneous IP ownership stifle investments in innovation?," ZEW Discussion Papers 13-096, ZEW - Leibniz Centre for European Economic Research.
    6. Lenzi, Camilla, 2016. "Co-invention networks and inventive productivity in US citiesAuthor-Name: Breschi, Stefano," Journal of Urban Economics, Elsevier, vol. 92(C), pages 66-75.
    7. Jasjit Singh & Morten T. Hansen & Joel M. Podolny, 2010. "The World Is Not Small for Everyone: Inequity in Searching for Knowledge in Organizations," Management Science, INFORMS, vol. 56(9), pages 1415-1438, September.
    8. Umut Yilmaz Cetinkaya & Erkan Erdil, 2015. "Cohesion and Competition of Europe: Policy Suggestions from The Perspective of Network and Entropy," STPS Working Papers 1505, STPS - Science and Technology Policy Studies Center, Middle East Technical University, revised Dec 2015.
    9. Umut Yilmaz Cetinkaya & Erkan Erdil, 2016. "Cohesion and Competition of Europe: Innovation Policy from the Perspective of Networks and Entropy," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 10(4), pages 7-24.
    10. 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.
    11. Galaso, Pablo & Kovářík, Jaromír, 2018. "Collaboration Networks and Innovation: How to Define Network Boundaries," MPRA Paper 85108, University Library of Munich, Germany.
    12. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.
    13. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
    14. Kleer, Robin & Piller, Frank T., 2019. "Local manufacturing and structural shifts in competition: Market dynamics of additive manufacturing," International Journal of Production Economics, Elsevier, vol. 216(C), pages 23-34.
    15. Carayol, Nicolas & Bergé, Laurent & Cassi, Lorenzo & Roux, Pascale, 2019. "Unintended triadic closure in social networks: The strategic formation of research collaborations between French inventors," Journal of Economic Behavior & Organization, Elsevier, vol. 163(C), pages 218-238.
    16. Haejun Jeon, 2016. "Patent litigation and cross licensing with cumulative innovation," Journal of Economics, Springer, vol. 119(3), pages 179-218, November.
    17. Chen, Zifeng & Guan, Jiancheng, 2010. "The impact of small world on innovation: An empirical study of 16 countries," Journal of Informetrics, Elsevier, vol. 4(1), pages 97-106.
    18. Gupeng Zhang & Jiancheng Guan & Xielin Liu, 2014. "The impact of small world on patent productivity in China," Scientometrics, Springer;Akadémiai Kiadó, vol. 98(2), pages 945-960, February.
    19. Tsouchnika, Maria & Smolyak, Alex & Argyrakis, Panos & Havlin, Shlomo, 2022. "Patent collaborations: From segregation to globalization," Journal of Informetrics, Elsevier, vol. 16(1).
    20. Cantner, Uwe & Graf, Holger & Herrmann, Johannes & Kalthaus, Martin, 2016. "Inventor networks in renewable energies: The influence of the policy mix in Germany," Research Policy, Elsevier, vol. 45(6), pages 1165-1184.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:150:y:2022:i:c:p:515-527. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.