The impact of technological innovation on marketing: individuals, organizations and environment: a systematic review

Piotr Kwiatek, Yogesh Dwivedi, Ranga Chimhundu, Valmira Osmanaj, Omar Ali, Mohammad Alryalat

Publikation: Beitrag in FachzeitschriftArtikelBegutachtung

Abstract

Marketing is the cornerstone of an organization as it is vital to both
strategic planning and business operations. An organization’s long-run success depends on its ability to create value for its customers,
and marketing plays a crucial role in achieving this goal. This review
paper attempts to broaden the body of knowledge concerning the
impact of technological innovation on the marketing sector by presenting a systematic review along with a set of paths for future
research. A total of 93 articles from 716 articles were systematically
selected from different academic journals between 1999 and 2019.
The articles were reviewed and summarized according to the individual, organizational, and environmental impact of technological
innovation on the marketing sector. The study elaborates on different applications of advanced technologies and their impact on the
marketing sector. This will help in conceptualizing the impact of
technological innovation on the marketing sector in future studies.
OriginalspracheEnglisch
Aufsatznummer2210661
FachzeitschriftEconomic Research-Ekonomska Istrazivanja
Jahrgang36
Ausgabenummer3
PublikationsstatusVeröffentlicht - 25 Mai 2023

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