Knowledge factories: from iPhones to iHotels: How marketing is being shaped by new technologies

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Although not known for his contribution to marketing research, it is undeniable that Sir Francis Bacon was on to something when he observed some 400 years ago that, “knowledge is power”. Firms across the globe have, of course, realized this and made marketing a keystone in their operations. But the advent of new technologies has enabled a heightened ability to channel consumer feedback into the product or service development process. Capturing so much data, in any meaningful way, has been the real challenge, beyond the filling of huge databases with consumer information from loyalty cards, for example. Approaching marketing in a more qualitative way while utilizing this new technology has been a severe test of the marketing functions of many corporations.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2011), "Knowledge factories: from iPhones to iHotels: How marketing is being shaped by new technologies", Strategic Direction, Vol. 27 No. 1, pp. 7-10. https://doi.org/10.1108/02580541111096539