KOREASCHOLAR

DIGITAL ECOSYSTEMS AND ITS INFLUENCE ON BUSINESS RELATIONSHIPS

Cristina Baptista, José Novais, João Mota, Danilo Nunes
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422082
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.99-101
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Digitalization is a prevailing force in the marketplace and unquestionably a key topic on the strategic agenda of many firms (e.g., Balsmeier & Woerter, 2019). Alongside, research into managing digitalization has also strongly increased in recent years (Svahn, Matthiasen, & Lindgren, 2017; Ritter & Pedersen, 2020). Hofacker, Pillai, Golgeci & Gligor (2020, p. 1162) claim “Artificial intelligence, blockchain, data security/integrity, Internet of Things, and big data analytics are just some possible digital trends that can shape how B2B relationships are understood and managed”. Despite this increasing interest, the number of works within the scope of business-to-business (B2B) exchanges is still limited (Obal & Lancioni, 2013; Pagani & Pardo, 2017; Gomes et al., 2022; Matt, Pedrini, Bonfanti & Orzes, 2023) and there any many unexplored or underexplored phenomena.

Keyword
Business-to-business marketingDigital ecosystemsARA modelDigitalization
Author
  • Cristina Baptista(ISEG - Lisbon School of Economics and Management, Portugal)
  • José Novais(ISEG - Lisbon School of Economics and Managemen Portugal)
  • João Mota(ISEG - Lisbon School of Economics and Managemen, Portugal)
  • Danilo Nunes(HEXAGON, Brazil)