Chapter 8: New Marketing and Competition Principles through the Adoption of Technology

As described in the previous chapters, technology has been responsible not only for a change in the buying behaviour of customers but also in the products and services offered by suppliers. This change took place in parallel with companies in the business-to-business (B2B) market and in the consumer market. In certain market situations, it was the linking of systems and the collaboration in, for example, the cloud that were important. In the consumer market, however, the change very much lay in the acceptance of a new buying channel, the adoption of the smartphone by consumers and the change in the buying behaviour due to socio-economic circumstances…