The Impact of Technology on a Firm’s Relational Ecosystem: Revisiting Relationship Marketing in the Modern Age.
| Title: | The Impact of Technology on a Firm’s Relational Ecosystem: Revisiting Relationship Marketing in the Modern Age. |
|---|---|
| Authors: | Riley, Jen1 (AUTHOR) jen.riley@vanderbilt.edu, Nicewicz-Scott, Kate2 (AUTHOR) |
| Source: | Journal of Relationship Marketing. Mar2025, p1-20. 20p. 2 Illustrations. |
| Subject Terms: | *Technological innovations, *Relationship marketing, *Social responsibility of business, *Customer cocreation, *Marketing, *Marketing literature, *Competitive advantage in business |
| Abstract: | AbstractRelationship marketing has been and continues to be a dominant subject in the marketing literature due to its roots in the effective co-creation of value between firms and their customers. However, recent societal changes and technological advancements have created new opportunities, benefits, and challenges for customer-centric marketing, particularly in the wake of the COVID-19 pandemic. As businesses across the globe continue to feel the lasting impacts of the pandemic in various areas such as human resources, retail, corporate social responsibility, and employee dynamics, a firm’s ability to leverage new technologies to enhance internal and external relationships is imperative to gaining a competitive advantage within the globalized marketplace. With increased globalization and connectivity resulting As a result of increased digital connectivity from both the pandemic and new technology, marketers are required to navigate both the opportunities and challenges – including more frequent use, longer duration of use, and higher levels of conflict associated with the use of digital tools – related to reaching and collaborating with internal and external stakeholders virtually. This conceptual research synthesizes and reviews the Relationship Marketing schools of thought. It also proposes that firms that can effectively navigate these challenges and integrate relationship marketing principles at their micro- (employer-employee) and meso- (firm-vendor) levels will experience a heightened competitive advantage at the macro- (firm-customer) level. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Relationship Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Business Source Complete |
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| Items | – Name: Title Label: Title Group: Ti Data: The Impact of Technology on a Firm’s Relational Ecosystem: Revisiting Relationship Marketing in the Modern Age. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Riley%2C+Jen%22">Riley, Jen</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> jen.riley@vanderbilt.edu</i><br /><searchLink fieldCode="AR" term="%22Nicewicz-Scott%2C+Kate%22">Nicewicz-Scott, Kate</searchLink><relatesTo>2</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Relationship+Marketing%22">Journal of Relationship Marketing</searchLink>. Mar2025, p1-20. 20p. 2 Illustrations. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Technological+innovations%22">Technological innovations</searchLink><br />*<searchLink fieldCode="DE" term="%22Relationship+marketing%22">Relationship marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Social+responsibility+of+business%22">Social responsibility of business</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+cocreation%22">Customer cocreation</searchLink><br />*<searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Marketing+literature%22">Marketing literature</searchLink><br />*<searchLink fieldCode="DE" term="%22Competitive+advantage+in+business%22">Competitive advantage in business</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: AbstractRelationship marketing has been and continues to be a dominant subject in the marketing literature due to its roots in the effective co-creation of value between firms and their customers. However, recent societal changes and technological advancements have created new opportunities, benefits, and challenges for customer-centric marketing, particularly in the wake of the COVID-19 pandemic. As businesses across the globe continue to feel the lasting impacts of the pandemic in various areas such as human resources, retail, corporate social responsibility, and employee dynamics, a firm’s ability to leverage new technologies to enhance internal and external relationships is imperative to gaining a competitive advantage within the globalized marketplace. With increased globalization and connectivity resulting As a result of increased digital connectivity from both the pandemic and new technology, marketers are required to navigate both the opportunities and challenges – including more frequent use, longer duration of use, and higher levels of conflict associated with the use of digital tools – related to reaching and collaborating with internal and external stakeholders virtually. This conceptual research synthesizes and reviews the Relationship Marketing schools of thought. It also proposes that firms that can effectively navigate these challenges and integrate relationship marketing principles at their micro- (employer-employee) and meso- (firm-vendor) levels will experience a heightened competitive advantage at the macro- (firm-customer) level. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Relationship Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1080/15332667.2025.2472512 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 20 StartPage: 1 Subjects: – SubjectFull: Technological innovations Type: general – SubjectFull: Relationship marketing Type: general – SubjectFull: Social responsibility of business Type: general – SubjectFull: Customer cocreation Type: general – SubjectFull: Marketing Type: general – SubjectFull: Marketing literature Type: general – SubjectFull: Competitive advantage in business Type: general Titles: – TitleFull: The Impact of Technology on a Firm’s Relational Ecosystem: Revisiting Relationship Marketing in the Modern Age. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Riley, Jen – PersonEntity: Name: NameFull: Nicewicz-Scott, Kate IsPartOfRelationships: – BibEntity: Dates: – D: 07 M: 03 Text: Mar2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 15332667 Titles: – TitleFull: Journal of Relationship Marketing Type: main |
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