Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital?

• Anderson, C. (2006). The long tail: How endless choice is creating unlimited demand. Random House.

  Google Scholar 

• Berger, T., & Frey, C. B. (2015). Bridging the skills gap. Technology, globalization, and the future of work in Europe: Essays on employment in a digitized economy, 75–79.

  Google Scholar 

• Brynjolfsson, E., Hu, Y., & Smith, M. D. (2003). Consumer surplus in the digital economy: Estimating the value of increased product variety at online booksellers. Management Science, 49(11), 1580–1596. https://doi.org/10.1287/mnsc.49.11.1580.20580

  Article  Google Scholar 

• Burgos, D., & Ivanov, D. (2021). Food retail supply chain resilience and the COVID-19 pandemic: A digital twin-based impact analysis and improvement directions. Transportation Research Part E: Logistics and Transportation Review, 152, 102412.

  Article  Google Scholar 

• Calati, R., Ferrari, C., Brittner, M., Oasi, O., Olié, E., Carvalho, A. F., & Courtet, P. (2019). Suicidal thoughts and behaviors and social isolation: A narrative review of the literature. Journal of Affective Disorders, 245, 653–667.

  Article  Google Scholar 

• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

  Google Scholar 

• Chakraborty, P., Mittal, P., Gupta, M. S., Yadav, S., & Arora, A. (2021). Opinion of students on online education during the COVID-19 pandemic. Human Behavior and Emerging Technologies, 3(3), 357–365.

  Article  Google Scholar 

• Dalenogare, L. S., Le Dain, M. A., Benitez, G. B., Ayala, N. F., & Frank, A. G. (2022). Multichannel digital service delivery and service ecosystems: The role of data integration within Smart Product-Service Systems. Technological Forecasting and Social Change, 183, 121894.

  Article  Google Scholar 

• García-Morales, V. J., Garrido-Moreno, A., & Martín-Rojas, R. (2021). The transformation of higher education after the COVID disruption: Emerging challenges in an online learning scenario. Frontiers in Psychology, 12, 616059.

  Article  Google Scholar 

• Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1–8.

  Article  Google Scholar 

• Hagberg, J., Jonsson, A., & Egels-Zandén, N. (2017). Retail digitalization: Implications for physical stores. Journal of Retailing and Consumer Services, 39, 264–269.

  Article  Google Scholar 

• Hänninen, M., Kwan, S. K., & Mitronen, L. (2021). From the store to omnichannel retail: Looking back over three decades of research. The International Review of Retail, Distribution, and Consumer Research, 31(1), 1–35.

  Article  Google Scholar 

• Hinz, O., Eckert, J., & Skiera, B. (2010). Drivers of the long tail phenomenon: An empirical analysis. Journal of Management Information Systems: JMIS, 27(4), 43–69.

  Article  Google Scholar 

• Hulland, J. (2020). Conceptual review papers: Revisiting existing research to develop and refine theory. AMS Review, 10(1/2), 1–9.

  Google Scholar 

• Jaakkola, E. (2020). Designing conceptual articles: Four approaches. AMS Review, 10(1/2), 1–9.

  Google Scholar 

• Jackman, J. A., Gentile, D. A., Cho, N. J., & Park, Y. (2021). Addressing the digital skills gap for future education. Nature Human Behaviour, 5(5), 542–545.

  Article  Google Scholar 

• Khan, S., & Goel, A. (2022). A perspective on digital transformation among Indian exporting firms. FIIB Business Review, (vol. and issue ahead of print). https://doi.org/10.1177/23197145221093499

• Klaus, P. P. (2021). Phygital–the emperor’s new clothes? Journal of Strategic Marketing, 1–8.

  Google Scholar 

• Komljenovic, J. (2022). The future of value in digitalized higher education: Why data privacy should not be our biggest concern. Higher Education, 83(1), 119–135.

  Article  Google Scholar 

• Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12.

  Article  Google Scholar 

• Li, Y., & Liu, Q. (2021). A comprehensive review study of cyber-attacks and cyber security; Emerging trends and recent developments. Energy Reports, 7, 8176–8186.

  Article  Google Scholar 

• McKinsey & Company. (2014). The new consumer decision journey. Retrieved on March 18, 2023, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-new-consumer-decision-journey

• Mishra, V., & Sharma, M. G. (2022a). Digital transformation evaluation of telehealth using convergence, maturity, and adoption. Health Policy and Technology, 11(4), 100684.

  Article  Google Scholar 

• Mishra, V., & Sharma, M. G. (2022b). Telemedicine as a frugal intervention to health care: A case of diabetes management. International Journal of Healthcare Management, 15(2), 165–170.

  Article  Google Scholar 

• Mishra, V., & Singh, J. (2022). Health technology assessment of telemedicine interventions in diabetes management: Evidence from UAE. FIIB Business Review. https://doi.org/10.1177/231971452211306

  Article  Google Scholar 

• Moore, P. V., Akhtar, P., & Upchurch, M. (2018). Digitalization of work and resistance. Humans and Machines at Work: Monitoring, Surveillance, and Automation in Contemporary Capitalism, 17–44.

  Google Scholar 

• Rana, S., Raut, S. K., Prashar, S., & Hamid, A. B. A. (2020). Promoting through consumer nostalgia: A conceptual framework and future research agenda. Journal of Promotion Management, 27(2), 211–249.

  Article  Google Scholar 

• Roggeveen, A. L., & Sethuraman, R. (2020). Customer-interfacing retail technologies in 2020 & beyond: An integrative framework and research directions. Journal of Retailing, 96(3), 299–309.

  Article  Google Scholar 

• Romdhane, S. B. (2021). Impact of information technology and digitalization on banking strategy pre-covid-19 challenges in the covid era, and post-covid stakes. International Journal of Accounting & Finance Review, 6(2), 60–73.

  Article  Google Scholar 

• Sabatier, V., Craig-Kennard, A., & Mangematin, V. (2012). When technological discontinuities and disruptive business models challenge dominant industry logics: Insights from the drugs industry. Technological Forecasting and Social Change, 79(5), 949–962.

  Article  Google Scholar 

• Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S. M., Rowland, C., & Ward, T. (2017). The consumer journey in the digital age: The challenges faced by destination and place marketing agencies. International Journal of Digital Culture and Electronic Tourism, 2(1), 28–45.

  Article  Google Scholar 

• Spremić, M., & Šimunic, A. (2018). Cyber security challenges in the digital economy. In Proceedings of the World Congress on Engineering (Vol. 1, pp. 341–346). Hong Kong, China: International Association of Engineers.

  Google Scholar 

• Vargo, S. L., & Koskela-Huotari, K. (2020). Advancing conceptual-only articles in marketing. AMS Review, 10(1/2), 1–5.

  Article  Google Scholar 

• Venugopal, M. (2018). Application of SMAC technology. In Health care delivery and clinical science: Concepts, methodologies, tools, and applications (pp. 104–140). IGI Global.

  Google Scholar 

• Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.

  Article  Google Scholar 

• Yin, Y., Zhang, R., Gao, H., & Xi, M. (2019). New retail business analysis and modeling: A Taobao case study. IEEE Transactions on Computational Social Systems, 6(5), 1126–1137.

  Article  Google Scholar 

Download references