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

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BRUNI Roberto COLAMATTEO Annarita MLADENOVIĆ Dušan

Rok publikování 2024
Druh Článek v odborném periodiku
Časopis / Zdroj ELECTRONIC COMMERCE RESEARCH
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Citace
www https://link.springer.com/article/10.1007/s10660-023-09779-1#citeas
Doi http://dx.doi.org/10.1007/s10660-023-09779-1
Klíčová slova Retail; Metaverse; Grocery; Competitive advantage; Virtual shopping; Immersion; Prospects
Přiložené soubory
Popis 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.

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