How the metaverse infuences marketing and competitive advantage of retailers: predictions and key marketing research priorities

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F24%3A00135376" target="_blank" >RIV/00216224:14560/24:00135376 - isvavai.cz</a>
Result on the web
<a href="https://link.springer.com/article/10.1007/s10660-023-09779-1#citeas" target="_blank" >https://link.springer.com/article/10.1007/s10660-023-09779-1#citeas</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/s10660-023-09779-1" target="_blank" >10.1007/s10660-023-09779-1</a>

Result language
angličtina
Original language name
How the metaverse infuences marketing and competitive advantage of retailers: predictions and key marketing research priorities
Original language description
Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shopping experiences, retailers in grocery segment must identify and forecast opportunities and emerging challenges to achieve a competitive advantage with appropriate marketing strategies. By anchoring in the brick-and-mortar context, the present paper discusses the sources of competitive advantage for grocery segment retailers in the Metaverse, highlighting diferences and similarities with the traditional retail context. Moreover, following a marketing perspective, a research agenda is presented, looking at the retail sources of competitive advantage in the Metaverse.
Czech name
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Czech description
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Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management

Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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