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The Impact of Advancing Technology on Marketing and Academic Research

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  • Steven M. Shugan

    (Warrington College of Business, University of Florida, Bryan Hall, Box 117155, Gainesville, Florida 32611-7155)

Abstract

Academic research in marketing often and rightfully tends to either build on well-established past research topics or follow well-established practices in industry. However, as technology advances, it might be possible to foresee some more enduring trends and focus research on future issues rather than on past issues. One approach would be to study emerging technologies with rapidly declining costs. Each of these emerging technologies spawns myriad applications that have the potential to dramatically impact existing markets. Interesting research topics include the study of the impact of these applications on different market participants (e.g., final consumers, the seller, the seller of complementary services, intermediaries, information providers, competitors, other industries). Research topics also include the optimal structure for products and services, given these new applications, as well as which intermediary should offer particular services. Research topics also include the interactive ability to rapidly customize marketing strategy by identifying individuals at particular points in time and under particular demand conditions. Five of these technologies include enhanced search services, biometrics and smart cards, enhanced computational speed, M-commerce, and GPS tracking.

Suggested Citation

  • Steven M. Shugan, 2004. "The Impact of Advancing Technology on Marketing and Academic Research," Marketing Science, INFORMS, vol. 23(4), pages 469-475.
    • Handle: RePEc:inm:ormksc:v:23:y:2004:i:4:p:469-475
    DOI: 10.1287/mksc.1040.0096
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    4. Anirban Ganguly & Naveen Das & John V. Farr, 2017. "The Role of Marketing Strategies in Successful Disruptive Technologies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 1-20, June.
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    6. Steven M. Shugan, 2007. "The Editor's Secrets," Marketing Science, INFORMS, vol. 26(5), pages 589-595, 09-10.
    7. Steven M. Shugan, 2006. "Editorial: Fifty Years of," Marketing Science, INFORMS, vol. 25(6), pages 551-555, 11-12.
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    11. Steven M. Shugan, 2005. "Marketing and Designing Transaction Games," Marketing Science, INFORMS, vol. 24(4), pages 525-530.
    12. Fay, Scott, 2008. "Selling an opaque product through an intermediary: The case of disguising one's product," Journal of Retailing, Elsevier, vol. 84(1), pages 59-75.
    13. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    14. Marcos Singer & Patricio Donoso & Sven Widdel, 2007. "¿Premian Las Tarifas El Desempeño Del Transportista?," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 10(1), pages 21-55.
    15. O. Loginova & A. Mantovani, 2015. "Information and Online Reviews," Working Papers wp996, Dipartimento Scienze Economiche, Universita' di Bologna.
    16. Xueming Luo & Michelle Andrews & Zheng Fang & Chee Wei Phang, 2014. "Mobile Targeting," Management Science, INFORMS, vol. 60(7), pages 1738-1756, July.
    17. Baohong Sun, 2006. "—Dynamic Structural Consumer Models and Current Marketing Issues," Marketing Science, INFORMS, vol. 25(6), pages 625-628, 11-12.
    18. Ming-Hui Huang & Roland T. Rust, 2017. "Technology-driven service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 906-924, November.
    19. Jinhong Xie & Eitan Gerstner, 2007. "Service Escape: Profiting from Customer Cancellations," Marketing Science, INFORMS, vol. 26(1), pages 18-30, 01-02.
    20. Darius Bazaras & Margarita Išoraitė & Kristina Vaičiūtė, 2022. "A Study of the Relationship between Marketing and Investment in Technology Development in Transport Company," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
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