Calls for papers


International Journal of Technology Marketing
International Journal of Technology Marketing


Special Issue on: "Role of Digital Sources and Technological Advancement in Marketing Practices and Problems"

Guest Editors:
Dr. Sudhir Rana, Fortune Institute of International Business, India
Dr. Abhishek Behl, Indian Institute of Technology, Bombay, India

Literature advocates, business firms differ to each other in size, productivity, capital intensity, remuneration levels, etc. Exporters systematically outperform non-exporters over a number of characteristics (Ranjan and Raychaudhari, 2011). Digitalization and Internet have transformed business practices dramatically by offering numerous opportunities. This transformation indeed has fundamentally changed the landscape of marketing practices. Technology provides many versatile tools that firms can employ to cultivate and maintain their marketing practices such as – customer touchpoints, customer relationships, and empowering businesses to interact globally with customers. This mega-trend is a new business norm not only in the developed world, but also in emerging markets. For example, Facebook enables many small and medium companies to promote and communicate their products globally (Manyika and Lund, 2016), while Alibaba also facilitates the efforts of different value holders.

Along with the practices, digitalization & technology are proving its weight as an efficient tool to construct marketing strategies. Through these tools, firms explore many new ways to understand customer insights, forecast the demand, deal with customer complaints, track the deficiencies etc.

Along with the opportunities, marketing practitioners and consumers are facing some challenges in the era of information and digital economies, such as - fierce and dysfunctional competition (such as counterfeit products on various digital platforms) makes effective promotion and product introduction more challenging.

The World Wide Web provided a low-cost path to business practices (Hamill and Gregory, 1997). The technology and information revolution provided a forward motion from the conventional method for marketing practices as all geographical barriers are removed & direct entry is allowed (Maloff, 1995; Bennett, 1997). This proves that techno practices have not only reduced the cost also advanced the practices to another level without having bigger financial investments. Customer communication has become easier and effective (Hamill 1997; Reedy and Schullo 2004). The Internet removes traditional geographic boundaries so that virtually anyone can access a Web page from anywhere in the world at any time. It has made marketing communication more convenient for both the marketers as well as consumers by shaping and giving a new outlook to the marketing practices. The Internet is a new generation’s tool facilitating the development of new business relationships & openings doors for cross border marketing (Hinson and Adjasi, 2009; Rayport and Sviokla, 1994). Technology is turning marketing methods of the past on their heads and recreating the environmental site of business. The internet helps a firm identify new customers and distributors, generate information about market trends, and track research and technological developments. For example, the Internet gives access to databases from government agencies, universities and research centres (Cronin and McKim, 1996), increasing information availability (Brock and Yu, 2005; Hamil and Gregory, 1997) and reducing the perceived risk associated with market growth strategies (Mathews and Healy, 2007).

The objective of the proposed special issue (SI) is to call the attention of scholars is to publish high quality research focusing on technological problems faced by the marketer, their solutions and alternatives. The purpose is to explore the best practices to overcome the complexities of digital and technology based marketing. The SI covers themes and topics related to all possible formats of marketing system (B2B andB2C; Online and Offline, Wholesale and Retail, Rural and Urban, National and International). SI considers both theoretical and empirical research, qualitative and quantitative, perspective, viewpoints, case studies and review papers.

Bennett, R. (1997). Export marketing and the internet: Experiences of web site use and perceptions of export barriers among UK businesses. International Marketing Review, 14(5), 324-344.
Cronin, B., & McKim, G. (1996).Markets, competition, and intelligence on the World Wide Web. Competitive Intelligence Review, 7(1), 45-51.
Hamill, J. (1997). The Internet and international marketing. International marketing review, 14(5), 300-323.
Hamill, J., & Gregory, K. (1997). Internet marketing in the internationalisation of UK SMEs. Journal of Marketing Management, 13(1-3), 9-28.
Hinson, R. E., & Adjasi, C. K. (2009). The Internet and export: Some cross-country evidence from selected African countries. Journal of Internet Commerce, 8(3-4), 309-324.
Kai-Uwe Brock, J. and Zhou, Y. (2005). Organizational use of the internet: Scale development and validation. Internet Research, Vol. 15 No. 1, pp. 67-87.
Maloff, J. (1995). The virtual corporation. Internet World, Vol. 5, July, pp. 46-50
Manyika, J., & Lund, S. (2016). Globalization for the little guy. McKinsey Global Institute report.
Mathews, S. W., & Healy, M. J. (2007). The Internet and information capability reduces perceived risk of internationalisation: An Australian SME perspective. International Journal of Organisational Behaviour, 12(1), 71-87.
Ranjan, P., & Raychaudhuri, J. (2011). Self-selection vs learning: Evidence from Indian e xporting firms. Indian Growth and Development Review, 4(1), 22-37.
Rayport, J. F. (1994). Managing in the Marketspace. Harvard Business Review, 141-150. Reedy, J., & Schullo, S. (2004). Electronic Marketing-Integrating Electronic. Australia: South Western Publishers.

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

  • Automation and Marketing Practices
  • B2B Practices Through Digital Sources
  • Behavior of Digital Consumers
  • Catching Millennial Customers
  • Comparison Between Technology-Based And Non-Technology Based Marketing Practices
  • Creating Value Through Technology-Based Marketing Practices
  • Digital and Technological Resources of The Firms
  • Digital Branding
  • E-Commerce Supply and Operations Management
  • Substantive Knowledge Resources
  • Technological Resource Base
  • Technology Switching Behavior
  • Use of Resources and Capabilities for Analytics In Consumer Convenience
  • Value of Analytics, Digitalization and Marketing Technology For The End Consumer
  • Virtual Reality and Customer Engagement

Notes for Prospective Authors

Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. (N.B. Conference papers may only be submitted if the paper has been completely re-written and if appropriate written permissions have been obtained from any copyright holders of the original paper).

All papers are refereed through a peer review process.

All papers must be submitted online. To submit a paper, please read our Submitting articles page.

If you have any queries concerning this special issue, please email:
Dr. Sudhir Rana:
Dr. Abhishek Behl:

Important Dates

Manuscripts due by: 30 December, 2020

Notification to authors: 30 March, 2021

Final versions due by: 30 June, 2021