Blockchain technology applications in retail branding: Insights from retailers in the developing world

The research on blockchain use cases is becoming critical across all disciplines as this technology is expected to transform business processes and their individual operations. However, there is a scarcity of empirical research that focuses on the implication of blockchain applications in retailing and retailers in developing countries. Thus, there are three main aims of our research; first, we explore both the drivers and the barriers for the retailers in developing countries in adopting blockchain technology. Second, we attempt to explore the impacts on the retailers of blockchain technology adoption on their retail brand communication and customer experience. Finally, we examine whether the application of blockchain technology by retailers in developing countries can help to advance the retail brand-customer relationship. The data in this study are collected from 21 semistructured interviews with senior managers, and 3 focus groups with 21 customers from 4 case retailers. Our research is among the first attempts to explore the blockchain technology adoption empirically, and its implications by retailers in developing countries.