Implications of the Blockchain-Driven Supply Chains for Marketers: A Review and Guiding Insights

Adeel Khalid, Munazza Saeed, Muhammad Usman and Majid Khan
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Adeel Khalid: National University of Sciences and Technology
Munazza Saeed: National University of Computer and Emerging Sciences, Chiniot-Faisalabad Campus
Muhammad Usman: National University of Sciences and Technology
Majid Khan: National University of Sciences and Technology

A chapter in Blockchain Driven Supply Chain Management, 2023, pp 255-265 from Springer

Abstract: Abstract Digital advancements and disruptive technologies play a key role in transforming inefficient business models. The advent of blockchain technology is improving business operations and providing innovative solutions to organizations on various contemporary issues. This chapter critically reviews the marketing, supply chain management, and blockchain literature and analyzes how businesses can benefit from a blockchain-driven supply chain. We also discuss the application of blockchain technology in marketing and how it could disrupt the marketing mix and processes. We understand that a blockchain-driven supply chain can help marketers in forecasting customer demands, enhances the traceability and transparency of transactions, improve customer trust, and reduce transaction risks. Finally, we discuss limitations and future research directions.

Date: 2023
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DOI: 10.1007/978-981-99-0699-4_15

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