As a scholarly field, marketing has a long tradition of studying the adoption of new technologies. This attention is certainly warranted, as studies consistently demonstrate that, compared with firms that do not invest heavily in new technology, those that do are more agile and enjoy a strong competitive advantage (IBM Institute for Business Value 2021). However, what has received less attention in the literature is how new technologies give rise to innovations in marketing techniques, tools, and strategies themselves. In particular, there is a need for marketing scholars to develop theoretical paradigms of how marketers use technologies to develop a competitive advantage.

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营销新技术的兴起：框架和展望

作为一个学术领域，市场营销在研究新技术的采用方面有着悠久的传统。这种关注当然是有道理的，因为研究一致表明，与没有大量投资新技术的公司相比，那些投资的公司更加敏捷并享有强大的竞争优势（IBM 商业价值研究院 2021）。然而，文献中较少关注的是新技术如何引起营销技术、工具和策略本身的创新。尤其是，营销学者需要开发关于营销人员如何使用技术来发展竞争优势的理论范式。