Title: Revisiting quick response code technology: corporate perspectives

Authors: Sandipan Sen; Richard A. Rocco; Sampathkumar Ranganathan; John R. Brooks Jr.

Addresses: Department of Marketing, Donald L. Harrison College of Business, Southeast Missouri State University, Dempster Hall 220, MS 5875, One University Plaza, Cape Girardeau, MO 63701, USA ' Department of Marketing, Driehaus College of Business, DePaul University, 1 E. Jackson Blvd., DePaul Center 7518, Chicago, IL 60604, USA ' Department of Management, Austin E. Cofrin School of Business, University of Wisconsin – Green Bay, WH 470, 2420 Nicolet Dr., Green Bay, WI 54311-7001, USA ' Department of Management, Marketing and Business, Archie W. Dunham College of Business, Houston Baptist University, Hinton Center 355, 7502 Fondren Rd., Houston, TX 77074, USA

Abstract: Quick response code (QRC) technology is facing various impediments to its adoption and usage. It has an uncertain future amidst an evolving landscape of technology and social tools available to companies. This study examines QRC's utilising marketing executives to gain current insights on its present use as well as future direction. A mixed methods survey was used to capture qualitative and quantitative responses from corporate marketing executive perspectives about QRC. Executives view QR codes primarily as a technology to increase both strategic advantage and communication advantage with customers. The findings suggest QRC will evolve as an important technology to support future corporate marketing and sales efforts.

Keywords: technology in retailing; retail marketing; marketing communications; quick response codes; QRCs.

DOI: 10.1504/IJMC.2019.102722

International Journal of Mobile Communications, 2019 Vol.17 No.6, pp.703 - 726

Received: 06 Jul 2017
Accepted: 24 Jun 2018
Published online: 02 Oct 2019 *

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