نوع مقاله : فناوری(سیستم اطلاعاتی مدیریت، مدیریت دانش، برون سپاری، سیاستگذاری فناوری، انتقال فناوری، اکوسیستم فناوری، تجاری‌سازی فناوری، فناوری‌های پیشرفته، . . . )
نویسندگان
1 استادیارگروه مدیریت فناوری اطلاعات ، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 کارشناسی ارشد مدیریت کسب و کار، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
3 کارشناسی ارشد مدیریت فناوری اطلاعات، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The increasing impact of innovative marketing strategies on the competitive advantage and business performance has led organizations to constantly apply new digital technologies for innovation in marketing mix. The advent of Internet of Things technology has made many innovations in businesses and marketing. Experts believe that IOT will revolutionize marketing by 2020. On the other hand, the development and diffusion of IOT is heavily influenced by market forces, legal conditions, technological infrastructures and interactions among them. Therefore, the purpose of this research is to prioritize the implications of IOT for innovation in marketing mix using these conditions. In this research, prioritization has been done using the opinions of experts familiar with the IOT technology and marketing. Analytic Hierarchy Process (AHP) method is used for weighting the critera and Fuzzy Topsis method is used for prioritizing. The research results indicate that market factors are more important than other factors and secondly, IoT implications in different marketing mix domains based on the mentioned criteria respectively include product, promotion, physical equipment, processes, locations, Price and people that have a higher priority for Iranian businesses. finally, it is suggested for developing IoT applications in the country, business executives should focus on business model design, ecosystem development, and the development of user-friendly services and policymakers should pay particular attention to implementing demand-side policies.
کلیدواژه‌ها [English]
Baumgärtner, S., & Winkler, R. (2003). Markets, technology and environmental regulation: price ambivalence of waste paper in Germany. Ecological Economics, 47(2–3), 183–195.
Bond III, E. U., & Houston, M. B. (2003). Barriers to matching new technologies and market opportunities in established firms. Journal of Product Innovation Management, 20(2), 120–135.
Booysen, M. J., Gilmore, J. S., Zeadally, S., & Van Rooyen, G.-J. (2012). Machine-to-machine (M2M) communications in vehicular networks.
Çeltek, E. (2019). Advantages of Augmented Reality, Virtual Reality, QR Code, Near Field Communication, Geo-Tagging, Geo-Fencing, and Geo-Targeting for Marketing Tourism. In Smart Marketing With the Internet of Things (pp. 94–113). IGI Global.
Chkoniya, V., & Mateus, A. (2019). Digital Category Management: How Technology Can Enable the Supplier-Retailer Relationship. In Smart Marketing With the Internet of Things (pp. 139–163). IGI Global.
Cocco, A. (2017). How internet of things is impacting digital marketing: Samsung case: Family hub refrigerator.
Cowell, D. W. (1988). New service development. Journal of Marketing Management, 3(3), 296–312.
De Cremer, D., Nguyen, B., & Simkin, L. (2017). The integrity challenge of the Internet-of-Things (IoT): on understanding its dark side. Journal of Marketing Management, 33(1–2), 145–158.
Feng, K. M., Pan, C. H., Zhang, G. S., Luo, D. L., Zhou, Z. W., Yang, Y. W., … others. (2006). Preliminary design for a China ITER test blanket module. Fusion Engineering and Design, 81(8–14), 1219–1224.
Fleisch, E., Weinberger, M., & Wortmann, F. (2015). Business models and the internet of things. In Interoperability and Open-Source Solutions for the Internet of Things (pp. 6–10). Springer.
Gregory, J. (2015). The Internet of Things: revolutionizing the retail industry. Accenture Strategy.
Hall, B. H., Jaffe, A., & Trajtenberg, M. (2005). Market value and patent citations. RAND Journal of Economics, 16–38.
Hurley, R. F., & Hult, G. T. M. (1998). Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination. Journal of Marketing, 62(3), 42–54.
Kannan, P. K., & others. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
Kardaras, D. K., Karakostas, B., Barbounaki, S. G., & Kaperonis, S. (2019). A Framework for Analyzing the Impact of Data Analytics and the Internet of Things on Digital Marketing. In Techno-Social Systems for Modern Economical and Governmental Infrastructures (pp. 211–240). IGI Global.
Kim, S., & Kim, S. (2016). A multi-criteria approach toward discovering killer IoT application in Korea. Technological Forecasting and Social Change, 102, 143–155.
Liu, X., Pei, J., Liu, L., Cheng, H., Zhou, M., & Pardalos, P. M. (2017). Total Quality Management of the Product Life Cycle in an IoT Environment. In Optimization and Management in Manufacturing Engineering (pp. 163–208). Springer.
Lo, F.-Y., & Campos, N. (2018). Blending internet-of-things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137, 10–18.
Mohammadian, A., Mirbagheri, F., & Khanlari, A. (2019). Identification and Classification of Innovative Applications of Internet of Things in Digital Marketing. Journal of business management. Volume 11, Issue 4, 2019, Pages 719-741. [In Persian]
Mohammadzadeh, A. K., Ghafoori, S., Mohammadian, A., Mohammadkazemi, R., Mahbanooei, B., & Ghasemi, R. (2018). A Fuzzy Analytic Network Process (FANP) approach for prioritizing internet of things challenges in Iran. Technology in Society, 53, 124–134.
Prasad, V. K., Ramamurthy, K., & Naidu, G. M. (2001). The influence of internet- marketing integration on marketing competencies and export performance. Journal of International Marketing, 9(4), 82–110.
Remondes, J., & Afonso, C. (2019). An Overview of Main IoT Trends Applied to Business and Marketing. In Smart Marketing With the Internet of Things (pp. 245–264). IGI Global.
Simões, D., Filipe, S., & Barbosa, B. (2018). An Overview on IoT and Its Impact on Marketing. Smart Marketing With the Internet of Things.
Sinha, S. R., & Park, Y. (2017). Marketing Your IoT Initiatives. In Building an Effective IoT Ecosystem for Your Business (pp. 225–238). Springer.
Sümer, E., Sümer, S. I., & O\ugul, H. (2018). A Novel Computer Vision-Based Advertisement System for Individual Marketing. Tehnički Vjesnik, 25(5), 1485–1491.
Tsai, Y.-T., Wang, S.-C., Yan, K.-Q., & Chang, C.-M. (2017). Precise positioning of marketing and behavior intentions of location-based mobile commerce in the internet of things. Symmetry, 9(8), 139.
Weber, R. H. (2013). Internet of things--governance quo vadis? Computer Law & Security Review, 29(4), 341–347.
Woodside, A. G., & Sood, S. (2017). Vignettes in the two-step arrival of the internet of things and its reshaping of marketing managements service-dominant logic. Journal of Marketing Management, 33(1–2), 98–110.
Yu, X., Nguyen, B., & Chen, Y. (2016). Internet of things capability and alliance: entrepreneurial orientation, market orientation and product and process innovation. Internet Research, 26(2), 402–434.
)
