Blending Internet-of-Things (IoT) solutions into relationship marketing strategies

Fang-Yi Lo and Nayara Campos

Technological Forecasting and Social Change, 2018, vol. 137, issue C, 10-18

Abstract: With contemporary life becoming more instantly connected and as the disruptiveness of technologies is occurring at a faster pace, the Internet-of-Things (IoT) is now even more accessible and common, prompting companies to adopt IoT solutions to improve their customers' experiences. IoT enables physical devices to connect and exchange data through the Internet by collecting strategic information, thus creating opportunities for companies to become more efficient and responsive to market changes. This paper thus investigates how companies are blending IoT solutions into their relationship marketing strategies and focuses on finding how this combination can boost business performance and what the challenges are when dealing with disruptive technology changes.

Keywords: Internet-of-Things; IoT; E-commerce; Relationship Marketing; In-depth case study; Innovation (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:137:y:2018:i:c:p:10-18

DOI: 10.1016/j.techfore.2018.09.029

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