Original scientific paper
https://doi.org/10.1080/1331677X.2023.2210661
The impact of technological innovation on marketing: individuals, organizations and environment: a systematic review
Omar Ali
Valmira Osmanaj
Mohammad Alryalat
Ranga Chimhundu
Yogesh K. Dwivedi
Abstract
Marketing is the cornerstone of an organization as it is vital to both
strategic planning and business operations. An organization’s longrun
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
Keywords
Technological innovation; organizational; individual; environmental; impact; marketing sector
Hrčak ID:
314881
URI
Publication date:
25.5.2023.
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