{"title":"将数字技术转化为沉浸式营销策略:企业灵活性、敏捷性和适应性的战略视角","authors":"Kritcha Yawised, Darlin Apasrawirote, Maneerut Chatrangsan, Paisarn Muneesawang","doi":"10.1108/jeee-06-2022-0169","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.</p><!--/ Abstract__block -->","PeriodicalId":45682,"journal":{"name":"Journal of Entrepreneurship in Emerging Economies","volume":"346 1","pages":""},"PeriodicalIF":2.9000,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Turning digital technology to immersive marketing strategy: a strategic perspective on flexibility, agility and adaptability for businesses\",\"authors\":\"Kritcha Yawised, Darlin Apasrawirote, Maneerut Chatrangsan, Paisarn Muneesawang\",\"doi\":\"10.1108/jeee-06-2022-0169\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.</p><!--/ Abstract__block -->\",\"PeriodicalId\":45682,\"journal\":{\"name\":\"Journal of Entrepreneurship in Emerging Economies\",\"volume\":\"346 1\",\"pages\":\"\"},\"PeriodicalIF\":2.9000,\"publicationDate\":\"2022-11-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Entrepreneurship in Emerging Economies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jeee-06-2022-0169\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Entrepreneurship in Emerging Economies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jeee-06-2022-0169","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Turning digital technology to immersive marketing strategy: a strategic perspective on flexibility, agility and adaptability for businesses
Purpose
The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.
Design/methodology/approach
This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.
Findings
The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.
Originality/value
The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.
期刊介绍：
JEEE acquaints the readers with the latest trends and directions of explorations in the theory and practice of entrepreneurship. For the research section, the Journal of Entrepreneurship in Emerging Economies considers high quality theoretical and empirical academic research articles in the field of entrepreneurship, as well as general reviews. The ‘Entrepreneurship in practice’ section publishes insights from industry, case studies, policy focus pieces and interviews with entrepreneurs. Coverage will focus primarily on the following topics: Government policy on entrepreneurship International entrepreneurship Small and medium-sized enterprises Family-owned businesses The innovator as an individual and as a personality type New venture creation and acquisitions of a growing company Entrepreneurial behaviour in large organizations Venture financing and entrepreneurial education Minority issues in small business and entrepreneurship Corporate and non-profit entrepreneurship Ethics, the entrepreneur and the company Entrepreneurial cooperation and networking Entrepreneurial environment and cross-cultural management Comparative studies of entrepreneurship and marketing issues Development of the service sector and Chinese economy Chinese marketing and business innovation Service marketing and service innovation Brand management and network innovation Supply chain management and customer relationship management Entrepreneurial processes Risk management and venture capital Entrepreneurship and environmental sustainability Entrepreneurial growth and business sustainability Entrepreneurship, social sustainability, and social justice Entrepreneurship, proverty alleviation, and economic development.
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