The Role of Technology in Building a Competitive Advantage – Programmatic Buying and Its Impact on the Competitiveness of an Organization
Kozielski Robert () and
Sarna Nikodem ()
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Sarna Nikodem: University of Lodz, Faculty of Management, Marketing Department, Matejki 22/26, 90-237Łódź, Poland
Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 216-229
Research background: Recent years have brought a real explosion of new tools and methods of conducting market activities based on new technologies. Solutions based on new technologies carry great development potential for an organization. There is a belief that new technologies – in particular, programmatic buying (analyzed in this article) – also impact an organization’s ability to compete. Programmatic buying (PB) is a tool but also a new model of sales and purchase of advertising, under which the current package approach (traditional) has been replaced by a fully automated individualized approach.
Keywords: competitive advantage; strategy; technology; advertising; advertising efficiency; advertising effectiveness; programmatic buying (search for similar items in EconPapers)
JEL-codes: M10 M31 M37 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:foeste:v:20:y:2020:i:2:p:216-229:n:21
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