Edited by V. Kumar and Denish Shah
Chapter 16: Customer equity management – opportunities and threats from new technologies
Diverse technological developments across information technology, biotechnology, nanotechnology, and satellite communications technology have the potential not only to affect products and services, but also consumers’ behaviors and firms’ strategic advantages, with important economic and policy implications. Emerging technologies dramatically affect firms, markets, and marketing as we know them. Indeed, while some firms have benefited from the effects of emerging technologies, other firms, and sometimes even industries, have been overwhelmed by them. Today, a wave of new technologies, enabled by the Internet, mobile telephony, and related technologies are forcing companies to completely re-engineer the way they conduct business generally, but also specifically in the way in which they manage customer relationships.
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