چگونه پیشرفت های فن آوری بر تحقیقات کسب و کار و استراتژی بازاریابی تاثیر می گذارد

Technology has a profound impact on business research, and especially on marketing, because (1) technology changes the way marketing managers do their job, (2) these changes lead to major changes in the topics that are important to study, and (3) technology provides new ways of doing research. The most important result of technological advance is the increasing impact of information technology, resulting in the growing importance of service and relationships in the economy. Future advances in marketing are likely to build from advances in technology and relating improvements in communicating, storing, and processing information about customers.

This article offers an overview of how technology influences the way business research is done, especially in the field of marketing. The article explores the proposal that research in marketing follows advances in technology. Technology influences the way marketing is done in practice, the focus of research topics, and the design of research methods. This article offers examples of how advances in technology modify major marketing practices. The service revolution leads not only to fast growth of the service sector but also to a shift of emphasis from goods to service among goods sector firms. Technology supports the tasks of reaching customers and satisfying specific needs, which increases the demand for more sophisticated models of market segmentation and customization. Technology advances influence customer relationship management to the extent that gathering customer information, interacting with customers, and, eventually, building relationships with them become easier. These changes in the way marketing managers do their job lead scholars to observe and analyze market trends and propose new and improved models applicable in the field. The information technology revolution leads to the transformation of central marketing frameworks. Topics such as service marketing, customization, and relationship marketing, which benefit from technological advances, have developed into “hot topics” in the marketing literature. Regarding research methods, technological advances provide researchers the opportunity to make use of new tools to collect and analyze market data. Computers and sophisticated software facilitate data analysis, resulting in new substantive and theoretical results.

Marketing has entered a new era and mainstream marketing in the new era focuses on offering services suited to the customer and on the use of information to build relationships with customers. Advances in information and communication technology impact the way marketing is done and the way research is conducted. Marketing practice is centered on the customer now, rather than on the product. Companies are investing in relationships with their customers and offering value to customers through high-quality service. The current role of marketing is to employ its measurement and modeling skills to connect the customer to the product, to financial accountability, and to service delivery (Moorman and Rust, 1999), and to help the firm match its knowledge and strategic assets to the markets that have the greatest potential for maximizing customer equity (Hogan et al., 2002). Because research in management must not only follow market practice but also offer managerial insights to be applied in practice and lead market trends, this “new” marketing generates new research topics. The future of research in business seems to be tied to technological change. As the latter advances, different tools and strategies are developed, and, consequently, research is transformed. Considering that information technology is the driver of the shift toward service in the economy, we can predict with a high level of confidence that the focus on service will only intensify, given that information technology will continue to advance. Revolutionary technologies such as the Internet, cell phones or the fiber optic network create a platform that allows communication in multiple ways. As communication becomes almost instantaneous and companies and customers have the opportunity to know a great deal about each other, offering service becomes easier and less costly, and customer relationships deepen. Increased computing capacity leads to unprecedented customization ability, so as the service sector expands, goods become more information-laden and tend to be differentiated based on information and service. In a nutshell, technology changes the implementation of strategies and tactics in practice and increases firms' ability to gather information about customers, allowing interactive communication and supporting the development of relationships. Technology changes research by providing researchers with improved tools to study market data. Therefore, the future of business research is intimately related to advances in technology.