Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution

【Author】 Krafft, Manfred; Sajtos, Laszlo; Haenlein, Michael

【Source】JOURNAL OF INTERACTIVE MARKETING

【影响因子】11.318

【Abstract】Artificial Intelligence (AI) and 5G connectivity have been identified as drivers of the so-called Fourth Industrial Revolution (FIR). AI and 5G, through emerging technologies such as blockchain, gene editing, Internet of Things sensors, nanotechnology, or 3D printing accelerate a blurring of boundaries between digital, biological, and physical spheres. In this editorial, we introduce the term boundary object, or boundary technology, that can help process more information (syntactic boundary) for enhanced learning (semantic boundary) and that can create a higher-level intelligence (pragmatic boundary). Boundary objects are also a means of representing, learning about, and transforming knowledge at a given boundary. We propose that crossing syntactic, semantic, and pragmatic boundaries is facilitated by three FIR phenomena (big data, machine learning, and AI). Each of these phenomena possesses a unique capability (processing, learning, and adaptation) to help communities learn about their differences and dependences. We also show how the six articles in this special issue are related to boundary and sphere challenges, and we provide an overview of directions for future research. All in all, marketing scholars should focus on enhancing their abilities in knowledge integration across boundaries to sustain their role as cutting-edge scientists. (C) 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE.

【Keywords】Artificial intelligence (AI); Boundary object; CRM; Fourth industrial revolution (FIR); Physical, didgital and biological spheres

【发表时间】2020 AUG

【收录时间】2022-01-02

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