Three Essays on New Challenges and Opportunities for Marketing in an Evolving Technological Environment
type: CreativeWork
description: Ongoing advancements in technology have significantly shaped the marketing landscape over the course of the last decades. Consequently, new technology-driven opportunities and challenges for marketing research and practice emerge. Those urge the need to redefine firm-based value propositions, to adapt business models, to place significant emphasis on topics such as innovation, design and strategy, but also to develop new knowledge and skill sets. In response to those changes, this dissertation addresses two major developments and related opportunities and challenges – namely, digitized retail environments and innovative, complex business models – in three different essays. Thereby, this dissertation contributes to a better understanding of the evolving relationship between marketing and technology. Essay 1 and Essay 2 address the increasing digitization of physical retail environments. Retailers embrace a plethora of retail technologies to facilitate activities and processes for creating, communicating and delivering value to consumers and to consequently improving physical retail stores. Essay 1 provides an integrated literature review on digital retail technologies’ impact on consumer behavior at physical retail stores. Thereby, Essay 1 adopts a shopping cycle based framework structured around distinct phases of consumer behavior to delineate and summarize findings from existing literature on the behavioral effects of retail technologies embraced by retailers. With the applied shopping cycle based framework, Essay 1 identifies specific gaps in extant literature relative to currently embraced practices of retail technology, but furthermore on emerging trends, which have the potential to reshape the retailing environment. Subsequently, an extensive research agenda is proposed to advance the next generation of knowledge development. With its integrated literature review and research agenda, Essay 1 contributes to research in the retail area, such as research on custo…
abstract: Ongoing advancements in technology have significantly shaped the marketing landscape over the course of the last decades. Consequently, new technology-driven opportunities and challenges for marketing research and practice emerge. Those urge the need to redefine firm-based value propositions, to adapt business models, to place significant emphasis on topics such as innovation, design and strategy, but also to develop new knowledge and skill sets. In response to those changes, this dissertation addresses two major developments and related opportunities and challenges – namely, digitized retail environments and innovative, complex business models – in three different essays. Thereby, this dissertation contributes to a better understanding of the evolving relationship between marketing and technology. Essay 1 and Essay 2 address the increasing digitization of physical retail environments. Retailers embrace a plethora of retail technologies to facilitate activities and processes for creating, communicating and delivering value to consumers and to consequently improving physical retail stores. Essay 1 provides an integrated literature review on digital retail technologies’ impact on consumer behavior at physical retail stores. Thereby, Essay 1 adopts a shopping cycle based framework structured around distinct phases of consumer behavior to delineate and summarize findings from existing literature on the behavioral effects of retail technologies embraced by retailers. With the applied shopping cycle based framework, Essay 1 identifies specific gaps in extant literature relative to currently embraced practices of retail technology, but furthermore on emerging trends, which have the potential to reshape the retailing environment. Subsequently, an extensive research agenda is proposed to advance the next generation of knowledge development. With its integrated literature review and research agenda, Essay 1 contributes to research in the retail area, such as research on custo…
author: Heß, Nicole Jasmin
keywords: Digitalization, Retail Technologies, Opportunities and Challenges, Free E-Services
date published: 2018-04-16
date modified: 2026-07-24T03:45:03Z
provider: Universität Passau
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Universität Passau