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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

ELECTRONIC COMMERCE RESEARCH

ISSN

1389-5753

e-ISSN

1572-9362

Svazek periodika

24

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

18

Strana od-do

965-982

Kód UT WoS článku

001116583800001

EID výsledku v databázi Scopus

2-s2.0-85178961557