Ways to exploit emerging technology: Marketing on new platforms

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Technology has always been one of society's great enigmas. Indeed, mere mention of the word is often enough to induce excitement or apprehension in almost equal measures. British scientist Charles Percy Snow summed up the conundrum perfectly when he once pointed out technology's aptitude for bringing gifts to people while simultaneously stabbing them in the back. The publishing industry is certainly hoping it is the former. Although worth some $300 billion globally, the sector is currently faced with that most unwelcome equation of falling revenues and rising costs. It was hoped that online advertising income might compensate for the lower returns generated through traditional print media. That, however, has not proved to be the case. Even the eminent New York Times has failed to make internet based advertising pay. But salvation may be close at hand in the shape of a new breed of e‐readers.

Originality/value

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Citation

(2009), "Ways to exploit emerging technology: Marketing on new platforms", Strategic Direction, Vol. 25 No. 9, pp. 26-29. https://doi.org/10.1108/02580540910983321