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The Impact of Disruptive Digital Technologies on Organizational Structures and Marketing Systems: Democratization of Marketing in the Solidarity Economy
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Author(s): Alpaslan Kelleci (Istanbul Gelisim University, Turkey)
Copyright: 2022
Pages: 4
Source title:
Handbook of Research on Digital Transformation Management and Tools
Source Author(s)/Editor(s): Richard Pettinger (University College London, UK), Brij B. Gupta (Asia University, Taichung, Taiwan & Lebanese American University, Beirut, Lebanon), Alexandru Roja (Babeș-Bolyai University, Cluj-Napoca, Romania)and Diana Cozmiuc (Ioan Slavici University, Timisoara, Romania)
DOI: 10.4018/978-1-7998-9764-4.ch021
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Abstract
Disruptive digital technologies, such as Web 3.0 and 3D printing, have been instigating new organizational structures and by extension new marketing systems given that they change and evolve in response to technological and social changes. By capitalizing upon institutional theory, this chapter delineates how Web 3.0 technologies enable social change via global collaborative commons, which have the potential to ascertain distributive justice for public at large. It also prognosticates how the marketing discipline in Era V (2020-?) will have to go through a sea change to reproduce and carry itself to a further level if it does not want to face the risk of extinction.
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