The impact of technological innovation on marketing: individuals, organizations and environment: a systematic review

Figures & data

Figure 1. Systematic review stages.

Source: Author’s own.

Figure 2. Classification framework.

Source: Author’s own.

Table 1. Selection criteria.

Criteria	Inclusion	Exclusion	Rationale
Publication Type	Scholarly articles	None: academic resources	To make sure that the research retrieves information from academic sources
Peer-reviewed	Peer-reviewed	None reviewed: abstracts, books, and dissertations	To make sure the quality of the used articles
Year of publication	Articles published 1999 onwards	Articles published before 1999	The current review involves the last decade (1999-2019), however no studies, in the context of the review, are published before this date
Language	English language	Any languages other than English	English is the official language for research articles

Source: Author’s own.

Figure 3. Publications by year.

Source: Author’s own.

Figure 4. Research topics according to classification framework.

Source: Author’s own.

Table 2. Classification of accepted articles.

Category	Factor	Impact Area			Source
		Organizational	Individual	Environmental
Management Support	Increase employees’ knowledge	✓	✓		Leonidou et al., 2011; Kamboj & Rahman, 2015.
	Information sharing	✓	✓		Gray et al., 2002; Changa et al., 2010; O’Cass & Weerawardena, 2010; Trainor et al., 2013; Heirati et al., 2013; Baye et al., 2016; Zhao & Priporas, 2017.
	Information quality	✓	✓		Good et al., 2000; Wade & Hulland, 2004; Stone et al., 2007; Changa et al., 2010; Zhao & Priporas, 2017; Aksu et al., 2018.
	Marketing management	✓			Gallivan & Depledge, 2003; O’Cass & Weerawardena, 2010; Kamboj & Rahman, 2015; Chae et al., 2014; Järvinen & Karjaluoto, 2015; Josephson et al., 2019; Rust, 2020; Adams et al., 2019.
	Sustainability	✓	✓	✓	Mariadoss et al., 2011; Goyal et al., 2013; Kamboj & Rahman, 2015.
Computer Staff Support	Problem solving	✓			Noh & Fitzsimmons, 1999; Järvinen & Karjaluoto, 2015; Zhao & Priporas, 2017.
	Reduce time	✓			Baye et al., 2016.
	Information exchange	✓	✓		Sambamurthy et al., 2003; Wade & Hulland, 2004; Sambamurthy & Subramani, 2005; Changa et al., 2010; Yu, 2011; Tafti et al., 2013; Lioukas et al., 2016.
	Building customer database	✓	✓		Noh & Fitzsimmons, 1999; Changa et al., 2010.
Ease of System Use	Easy to learn	✓	✓		Good et al., 2000; Stone et al., 2007.
	Integration of marketing activities	✓	✓		Gray et al., 2002.
	Employee satisfaction	✓	✓		Good et al., 2000; Leonidou et al., 2011; Kamboj & Rahman, 2015.
Individual Performance	Improve quality	✓	✓		Chang et al., 2010; Yu, 2011; Angulo-Ruiz et al., 2014; Baye et al., 2016.
	Increase productivity	✓	✓		Hendricks et al., 2007; Blesa & Ripolles, 2008; Changa et al., 2010.
	Marketing skills development	✓	✓		Kaleka, 2011; Shou et al., 2012; Germann et al., 2013.
	Skills to segment and target markets	✓	✓		Bharadwaj, 2000; Gustafsson et al., 2005; Ruiz-Ortega & García-Villaverde, 2008; Goyal et al., 2013; Saunila et al., 2014.
Firm Performance	Increase competition	✓			Bharadwaj, 2000; Craig & Douglas, 2001; Gray et al., 2002; Matear et al., 2004; Gustafsson et al., 2005; Wu et al., 2006; Brodie et al., 2007; Ruiz-Ortega & García-Villaverde, 2008; Goyal et al., 2013; Siahtiri et al., 2014; Murmann et al., 2015; Kamp & Parry, 2017; Grover et al., 2018.
	More profitable	✓			Dutta et al., 1999; Brush & Artz, 1999; Fahy et al., 2000; Gray et al., 2002; Matear et al., 2004; De Sarbo et al., 2005; Eng & Spickett-Jones, 2009; Leonidou et al., 2011; McLean & Antony, 2014; Gregory et al., 2017.
	Industry leader	✓			Good et al., 2000.
	Promotion	✓			Lisboa et al., 2011; Kaleka, 2011; Shou et al., 2012; Kemper et al., 2013; Su et al., 2013.
	Marketing plans	✓			Noh & Fitzsimmons, 1999; Slotegraaf & Dickson, 2004; Ethiraj et al., 2005); Krasnikov & Jayachandran, 2008; O’Cass & Weerawardena, 2010; O’Cass & Ngo, 2011; Järvinen & Karjaluoto, 2015.
	Distribution channels	✓		✓	Moore & Fairhust, 2003; Prahalad & Ramaswamy, 2004; Ratnatunga & Ewing, 2005; Hooley et al., 2005; Jean et al., 2008; Morgan et al., 2009; Krush et al., 2013; Siahtiri et al., 2014; Hadjimarcou et al., 2015; Jensen et al., 2017; Gregory et al., 2017.
	Price	✓			Brush & Artz, 1999; Noh & Fitzsimmons, 1999; Chang et al., 2010; Kaleka, 2011; Ngo & O’Cass, 2012; O’Cass et al., 2012; Kaleka, 2012; Perez-Cabanero et al., 2012; Kemper et al., 2013; Goyal et al., 2013; Martínez-López & Casillas, 2013; Kamp & Parry, 2017.
	Financial goals	✓			Moorman & Slotegraaf, 1999; O’Cass & Weerawardena, 2010; Järvinen & Karjaluoto, 2015.
	Effectiveness of advertising	✓			Song et al., 2005; Gustafsson et al., 2005; Guenzi & Troilo, 2007; Song et al., 2007; Jean et al., 2008; Kemper et al., 2013; Aksu et al., 2018.
	Business strategy	✓			Berthon et al., 1999; Noh & Fitzsimmons, 1999; Cragg et al., 2002; Bergeron et al., 2004; Kamboj & Rahman, 2015; Järvinen & Karjaluoto, 2015; Lioukas et al., 2016; Dyerson et al., 2016.
Customer Orientation	Customer value	✓	✓		Ngo & O’Cass, 2009; Nath et al., 2010; Kirca et al., 2011; Protogerou et al., 2012; Kemper et al., 2013; Rust & Huang, 2014; Grover et al., 2018.
	Customer satisfaction	✓			Good et al., 2000; Fahy et al., 2000; Gray et al., 2002; Moore & Fairhust, 2003; Orr et al., 2011; Trainora et al., 2011; Ripolles & Blesa, 2012; Chen, 2012; Trainor et al., 2013; McLean & Antony, 2014; Shams et al., 2015; Wang & Kim, 2017.
	Customer retention	✓	✓	✓	Appiah-Adu et al., 2001; Matear et al., 2004; Ruiz-Ortega & García-Villaverde, 2008; Kemper et al., 2013; Nath et al., 2010; Trainora et al., 2011; O’Cass & Sok, 2012, Su et al., 2013.
	Customer knowledge	✓	✓		Gustafsson et al., 2005; Ruiz-Ortega & García-Villaverde, 2008; Goyal et al., 2013; Siahtiri et al., 2014.
	Customer relationship	✓	✓		Ngo & O’Cass, 2009; Lisboa et al., 2011; Merrilees et al., 2011; Siahtiri et al., 2014; Zhao & Priporas, 2017; Rust, 2020.

Source: Author’s own.

Table 3. Directions for further research.

Theme	Research Gaps	Future Research Focus
Impact of technological innovation on organizations	Most of the current research focuses on the impact of advanced technology on firm performance.	Further research required on whether marketing mediates the impact of technological innovation on performance. Future research should also focus on improving value co-creation and strategic approaches to customer relationships.
Impact of technological innovation on individuals	AI algorithms’ ability to predict new products is still an open research area. Many studies have investigated the role of the marketing capabilities.	Future studies may focus on how advanced technologies will be used to propose new products and services to meet customer needs and wants. The intertwining of technology and humans should be an important topic of scholarly discussion in the coming years. Investigating how human-machine co-existence influences human-to-human interactions and relationships should also be addressed in future research.
Impact of technological innovation on environment	Limited pool of studies related to the impact of technology on the environment.	Future research needs to focus on the impact of technology on individual-organization-environment relationships, on creating sustainable value for all the actors involved. A more integrative approach is advocated. Further, it is important to verify if and how the use of advanced technology in marketing practice affects customer value and customer retention.

Source: Author’s own.

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