Firms’ DARQ readiness and marketing implications: a systematic literature review
Abstract
Purpose This study aims to systematically review literature across diverse disciplines, including marketing, management and information systems, to synthesise insights on firms’ readiness to adopt and implement DARQ technologies and their marketing implications. DARQ technologies are emerging and cutting-edge technologies, including Distributed Ledger Technology, Artificial Intelligence, Extended Reality and Quantum Computing (hence, DARQ). Design/methodology/approach Through a systematic review of over 2,500 papers across three databases, this study distilled a focused sample of 88 papers. It comprehensively explores the reported dimensions, antecedents, outcomes and marketing implications of firms’ readiness for DARQ technologies. Findings This study identified three categories of factors that determine DARQ readiness: technological, organisational and environmental. In addition, this study identified external antecedents of DARQ readiness, such as environmental uncertainty and supply chain collaboration, as well as internal antecedents, like firm size and technology trust. It also explored the outcomes of DARQ readiness, including its impact on internal, external and interactive marketing, successful adoption and various performance metrics. Research limitations/implications The study acknowledges potential limitations and suggests areas for further exploration, contributing to the ongoing discourse on firms’ DARQ readiness. Practical implications The findings provide…
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