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Integrative Theories and Practices of 21st Century Marketing: Perspectives of Frontier Technology Development, Marketing, and Acceptance

Journal of Global Scholars of Marketing Science Special Issue Call for Papers

Deadline: 31 January 2020

This special issue aims to develop, explore, and apply marketing theory and practice in a world increasingly embracing frontier technologies (UN/DESA 2018; UNESCAP 2018; OECD, 2018; World Bank, 2018; Pathways for Prosperity Commission 2018; World Economic Forum, 2016; McKinsey Global Institute, 2013; Institute of Development Studies, 2016; MIT Technology Review, 2018). Otherwise known as “disruptive technologies” (Christensen & Bower, 1996), “emerging technologies” (UNESCAP 2018), “breakthrough technologies” (MIT Technology Review 2018) or “transformative technologies” (OECD 2018). These frontier technologies constantly evolve (Brintrup & Ranasinghe 2008), exhibit “the common characteristic of being very early in their market-adoption cycle” (Top Tier Capital Partners 2018), show great potential for sustainable development (UNESCAP 2018), disrupt business, government, and society (Christensen and Bower, 1996) and create entirely new industries (Asian Productivity Organisation 2008).  Furthermore, frontier technologies instill organizations with a capacity for both new business models (Metallo et al 2018) and new approaches to value in use (Alderson 1957; Vargo and Lusch 2004) thereby presenting opportunities for revitalizing the co-creation of experiences (Prahalad & Ramaswamy   2004).

In the 21st Century frontier technologies represent opportunities for re-conceptualizing an integrative, overarching theory of marketing. This markedly contrasts with Era IV (1980-present) wherein “the marketing discipline and strategic marketing have become collections of disciplinary fragments, rather than cohesive wholes” (Hunt 2018).

Table 1 Frontier Technologies (illustrative)

S/NFrontier TechnologyConcise Description Value Creation Origin Story – Marketing
14D Printing Shape changing upon stimulus Improve ambient surroundings for human comfortFlat pack furniture self-assembling (Morris 2018)
2Augmented Reality Augmented connects virtual components to the real world.Increase decision making capability by connecting the digital data available to the physical world. Augmented reality experiences, (Porter & Heppelmann 2017)
3Internet of Things Assemblage of Sensors or actuators connecting appliances or devices to InternetSafe homes Emergent Experience (Hoffman & Novak 2016)
4Drones/Autonomous vehicleUnmanned aerial or ground vehicleJust in time air delivery of small items to difficult locations or time sensitive materials including medicines Amazon Prime Air delivery system (Amazon 2018)
5Quantum Computing Operates at scale of subatomic particles to gain computational boost from laws of nature Fuzzy logic as a basis of decision making Concurrent 4P marketing analysis (Schwartz 2000)
6Voice Assistants Digital assistant combining voice recognition, speech synthesis, and natural language processing delivering an Internet servicePerforms common tasks with voice as trigger much like a human servantAnthropomorphizing
technology (LaFrance 2014; Shulevitz 2018)
7Human Free Retailing Convergence of technologies mobile app, computer vision, sensors, machine learningZero queues shopper just walks in and collects goods walk outAmazon Go convenience store (Mehra 2018)
8Behavioral data Digitization of human behavior offline or onlineBehavioral segmentation represents a new approach overcoming limitations of demographicsHyper personalization (Koulopoulos 2018)
9Nano satellites1-10 kg size of a shoe box very low cost to build and launch into orbit New information services from satellite data Daily planet monitoring (Planet Labs 2019)
10Block chainRecord anything (e.g. votes, money, plants, land titles) ledger Immutable record of provenancePublic transaction ledger of the cryptocurrency bitcoin (Nakamoto 2009)

This special issue entertains contributions (but not limited to):

  • New theories or frameworks taking into consideration the impact of frontier technologies on marketing and decision making
  • Offering theoretical foundations reframing conceptions of marketing including the scope and roles of frontier technologies
  • Individual technology discussions are encouraged to the extent they help inform marketing theory or practice
  • Re-conceptualizing and broadening the scope and roles of various actors participating in marketing activities
  • A transdisciplinary approach representing knowledge from different disciplines helping create new marketing concepts, theoretical and practical methodologies embracing frontier technology scenarios, vignettes (Woodside & Sood 2016) or case studies

Table 1 expands upon a variety of frontier technologies for illustrative purposes and not representing an exhaustive list. A common theme running through these examples is big data information flows with many parts interacting together as a complex system exhibiting emergent or surprising behavior.

Journal of Global Scholars of Marketing Science

Table of Contents for Journal of Global Scholars of Marketing Science. List of articles from both the latest and ahead of print issues.

Language: en-US

Publisher: tandf

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Submission guidelines

Potential contributors can access the Journal of Global Scholars of Marketing Science (JGSMS) homepage for comprehensive authors’ guidelines. Short (2,000) and mid-length papers (5,000) words are preferable. Long papers will also considered at (9,000) words. Authors should submit their full papers to the Guest Editors of this JGSMS Special Issue on “Integrative Theory of 21st Century Marketing: Perspectives of Frontier Technology Development, Marketing and Acceptance” through the ‘ScholarOne Manuscript’ portal for the JGSMS.

Authors benefit from an understanding of what constitutes an” iconic” study. See Woodside, A. 2015. Iconic Studies Relevant for Research in Marketing and the Journal of Global Scholars of Marketing Science. Journal of Global Scholars of Marketing Science: Bridging Asia and the World. 25 (3), pp. 259-278.

Authors with limited ability in English may benefit from contacting Taylor & Francis Editing Services. The Taylor & Francis Editing Services can recommend the services of a number of freelance copy editors (all copy editors are experienced authors) to improve the standard of English in the paper before submission. Please visit here for additional information. 

Editorial Information

  • Special Issue Guest Editor: Suresh Sood, University of Technology Sydney, Australia (suresh.sood@uts.edu.au)
  • Special Issue Guest Editor: Hugh Pattinson, Western Sydney University, Australia (hugh.pattinson@westernsydney.edu.au)

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