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“New Technologies and Their Implications for Innovation Management, Entrepreneurship, Consumers, and Societies as a Whole."

International Journal of Technology Marketing

Submission deadline: June 30, 2016

Technology marketing and entrepreneurship are at the heart of most innovative companies that compete in the global marketplace. What can be subsumed as “new product development and technological innovation marketing” represents one of the most important issues of management and academic marketing research. In short, companies who know how to market their new products and technological innovations effectively are more likely to be successful, making this a key priority for many firms.

Although prior research has addressed many challenges of the marketing of new technologies in the past, many questions remain unanswered and new questions are raised. These research gaps are continuously growing with the rise of new technologies such as smart technologies, wearables, smart glasses, Internet-of-Things, mixed/augmented reality, and others.

Each new technology is associated with several implications for firms and societies as a whole. Moreover, each new technology offers tremendous possibilities for entrepreneurs. For example, with the rise of application-based smart phones, many entrepreneurs have focused on the development of applications, and some of them (e.g. WhatsApp) have developed into very successful companies. On the contrary, new technological innovations can also threaten existing businesses and negatively impact societies as a whole. To benefit from the opportunities of new technologies and to reduce the risks of their threats, profound knowledge is needed to develop effective marketing strategies.

While past research has intensively studied new technologies such as social media, smart devices and others, most of these studies investigated these technologies after they had been established, and most of them focused on consumers only. What exactly makes new (or future) technologies successful?How can these technologies positively contribute to other stakeholders (entrepreneurs, society as a whole, etc.)? These questions are examples of an under-researched area. This special issue aims to address this research gap.

We welcome submissions from marketing, innovation management, strategy, communication, public policy research and other disciplines that address the implications of new technologies for consumers, companies, entrepreneurs and societies as a whole. In particular, we encourage interdisciplinary research and papers focusing on technologies in the very early stages of the product lifecycle. Both theoretical and empirical submissions are welcome in this special issue, and empirical papers can use quantitative and/or qualitative methods.

Subject Coverage in the Special Issue of Marketing and New Technologies

Suitable topics include, but are not limited to, the following:

• Strategic and organisational issues in technology marketing. For example: How should organisations implement and deal with new technologies? How can the success of marketing for new technologies be measured and benchmarked?
• Technological innovations and entrepreneurship. For example: How can successful business models be built around new technological innovations (such as new apps)?
• User acceptance of new technologies.For example: To what extent are existing user acceptance theories applicable to new technologies and how do they need to be revised? How do external factors, such as economical changes or cultural aspects, influence adoption?
• Government policy and entrepreneurship. For example: Which regulatory frameworks (e.g. privacy) are necessary to minimise the risks of new technologies for societies as a whole?
• Organisational challenges of new technologies. For example: How should large corporations, SMWs, non-profit organisations, entrepreneurs and other organisations react to new innovations? How does digitisation influence businesses?