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The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service [R]evolution

Author

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  • Noble, Stephanie M.
  • Mende, Martin
  • Grewal, Dhruv
  • Parasuraman, A.

Abstract

This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and highlights its potential for addressing a host of issues within retail and service domains. With a retailing and service perspective, the authors outline the meaning of the 5IR, according to a 2 × 2 framework that categorizes retailers and service providers by their embrace of human–machine collaborations. They also propose an expanded definition of stakeholders in the 5IR (companies, employees, customers, and society). Merging digital, physical, and biological technologies promises enhanced well-being for societal actors across the board. By outlining these likely implications of the 5IR for retailing and services, this article establishes a roadmap for how the (r)evolution is likely to progress and offers a set of key research questions that emerge as a result.

Suggested Citation

  • Noble, Stephanie M. & Mende, Martin & Grewal, Dhruv & Parasuraman, A., 2022. "The Fifth Industrial Revolution: How Harmonious Human–Machine Collaboration is Triggering a Retail and Service [R]evolution," Journal of Retailing, Elsevier, vol. 98(2), pages 199-208.
    • Handle: RePEc:eee:jouret:v:98:y:2022:i:2:p:199-208
    DOI: 10.1016/j.jretai.2022.04.003
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    References listed on IDEAS

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    1. Guha, Abhijit & Grewal, Dhruv & Kopalle, Praveen K. & Haenlein, Michael & Schneider, Matthew J. & Jung, Hyunseok & Moustafa, Rida & Hegde, Dinesh R. & Hawkins, Gary, 2021. "How artificial intelligence will affect the future of retailing," Journal of Retailing, Elsevier, vol. 97(1), pages 28-41.
    2. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
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    5. 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.
    6. Kopalle, Praveen K. & Gangwar, Manish & Kaplan, Andreas & Ramachandran, Divya & Reinartz, Werner & Rindfleisch, Aric, 2022. "Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 522-540.
    7. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    8. Grewal, Dhruv & Gauri, Dinesh K. & Roggeveen, Anne L. & Sethuraman, Raj, 2021. "Strategizing Retailing in the New Technology Era," Journal of Retailing, Elsevier, vol. 97(1), pages 6-12.
    9. 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.
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    Cited by:

    1. Kirk Plangger & Dhruv Grewal & Ko Ruyter & Catherine Tucker, 2022. "The future of digital technologies in marketing: A conceptual framework and an overview," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1125-1134, November.
    2. Hye Won Lee, 2023. "Development of Sustainable Creative Three-Dimensional Virtual Woven Textiles Using Clothing Waste," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    3. Salem Ahmed Alabdali & Salvatore Flavio Pileggi & Dilek Cetindamar, 2023. "Influential Factors, Enablers, and Barriers to Adopting Smart Technology in Rural Regions: A Literature Review," Sustainability, MDPI, vol. 15(10), pages 1-38, May.
    4. Papadopoulos, Nicolas & Cleveland, Mark, 2023. "An international and cross-cultural perspective on ‘the wired consumer’: The digital divide and device difference dilemmas," Journal of Business Research, Elsevier, vol. 156(C).
    5. Lexie Lan Huang & Rocky Peng Chen & Kimmy Wa Chan, 2024. "Pairing up with anthropomorphized artificial agents: Leveraging employee creativity in service encounters," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 955-975, July.
    6. Abhijit Guha & Dhruv Grewal, 2022. "How robots will affect the future of retailing," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 245-252, December.
    7. Pappas, Alec & Fumagalli, Elena & Rouziou, Maria & Bolander, Willy, 2023. "More than Machines: The Role of the Future Retail Salesperson in Enhancing the Customer Experience," Journal of Retailing, Elsevier, vol. 99(4), pages 518-531.
    8. Grewal, Dhruv & Benoit, Sabine & Noble, Stephanie M. & Guha, Abhijit & Ahlbom, Carl-Philip & Nordfält, Jens, 2023. "Leveraging In-Store Technology and AI: Increasing Customer and Employee Efficiency and Enhancing their Experiences," Journal of Retailing, Elsevier, vol. 99(4), pages 487-504.
    9. Stephanie M. Noble & Martin Mende, 2023. "The future of artificial intelligence and robotics in the retail and service sector: Sketching the field of consumer-robot-experiences," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 747-756, July.
    10. Roy, Sanjit K. & Singh, Gaganpreet & Sadeque, Saalem & Gruner, Richard L., 2024. "Customer experience quality with social robots: Does trust matter?," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Aric Rindfleisch & Nobuyuki Fukawa & Naoto Onzo, 2022. "Robots in retail: Rolling out the Whiz," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 238-244, December.

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