Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution,emerging issues,and future research directions |
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| Institution: | 1. Mays Business School at Texas A&M University, College Station, TX, USA;2. University of Tennessee, Knoxville, USA;3. Indian School of Business, Hyderabad, India;4. ESCP Business School, Paris, France;5. University of Liverpool Management School at the University of Liverpool, Liverpool, UK;6. MICA, Ahmedabad, India;1. San Diego State University, 5500 Campanile Drive, San Diego, CA 92182, United States;2. University of Southern California, 2001 N Soto St., Los Angeles, CA 90032, United States;1. Essec Business School, 3 Av. Bernard Hirsch, 95000 Cergy, France;2. Ivey Business School, Western University, 1255 Western Rd, London, ON N6G 0N1, Canada;3. Carson College of Business, Washington State University, 300 NE College Ave, Pullman, WA 99163, United States;1. Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, United States;2. Muma College of Business, University of South Florida, Tampa, FL 33620, United States;3. Eli Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;4. Leeds University Business School, University of Leeds, Leeds, LS2 9JT, UK;5. Peter J. Tobin College of Business, St. John’s University, Queens, NY 11439, United States;1. University of Cologne, Albertus-Magnus-Platz 1, 50931 Cologne, Germany;2. BI Norwegian Business School, Nydalsveien 37, 0484 Oslo, Norway;3. University of Bremen, Max-von-Laue-Straße 1, 28359 Bremen, Germany;4. KU Leuven, Naamsestraat 69, 3000 Leuven, Belgium;1. Haslam College of Business, University of Tennessee, United States;2. Broad College of Business, Michigan State University, United States;3. KU School of Business, University of Kansas, United States;4. College of Business Administration, University of Texas at El Paso, United States;5. Indian School of Business, India;1. Indiana University, United States;2. University of South Carolina, United States;3. University of Georgia, United States;4. Appalachian State University, United States;5. University of Leeds, United Kingdom;6. Corvinus University of Budapest & John von Neumann University, Hungary |
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| Abstract: | During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research. |
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| Keywords: | Innovation Digital innovation Digital innovations for the greater good Digital marketing innovation Digital technology Omnichannel marketing Social media platforms Influencer marketing |
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