Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market

Abstract

In the market-shaping literature, markets are viewed as the results of intentional and planned acts. Market shapers do not often create technology themselves despite the fact that technical advancements can hasten changes in smart sustainable marketing. This study assessed the development of emerging technologies in business informatics with a focus on smart sustainable marketing and its relevant emerging technologies. Data were collected using an online questionnaire from 320 marketing professionals in Greece. The study revealed that emerging technologies have a significant relationship with smart sustainable marketing. Drivers of smart sustainable marketing positively enhance the effectiveness of smart sustainable marketing, and innovations in business informatics have a positive effect on smart sustainable marketing. It is clear from our results that the area of emerging technologies and smart sustainable marketing has not received much attention since such developments depend on complementary technologies that make it possible for emerging methods or technologies to integrate resources and co-create value. This study conceptually distinguishes between technology as a market offering and technology as a business platform for market shaping and innovation. Managers in the business industry and elsewhere are urged by this research to more closely examine the development of ancillary technologies, which could serve as platforms for market innovation and market shaping. Discovering and taking advantage of these opportunities is crucial for success in smart sustainable marketing. This study also presents a significant addition to the academic community because of the empirical evidence on the relationships between business informatics, smart sustainable marketing, and new technology. In terms of technology, it expands the theoretical framework of market dynamics and offers a novel perspective on the ways in which technology influences the structure and sustainability of markets.

Integration of Technology in Agricultural Practices towards Agricultural Sustainability: A Case Study of Greece

“…Access to precise and fast weather information is crucial for making choices on planting and harvesting schedules, pest and disease management, and irrigation scheduling in Greece, a country where climatic unpredictability and severe weather events are becoming more common as a result of climate change. Planning for sustainable land use requires the use of GIS technologies [19,56,65,84]. Decisions about conservation areas, land distribution, and the preservation of natural resources may be made by farmers and policymakers via the analysis of spatial data.…”

“…Farmers are able to predict production levels and evaluate the weather thanks to sensors and tools [40]. More than ever, the Internet of Things contributes to water harvesting, flow-quantity monitoring and management, agricultural water-needs assessment, supply timing, and water conservation [10,65,66]. Based on the requirements of the soil and plants, sensors and cloud connection through the gateway may remotely monitor the condition and water supply.…”

Exploring Digital Management Intensity and Its Relationship with Environmental Performance: Greek Managers’ Perspective

“…2023). Moreover, other studies associate emerging technologies with several aspects of Greek business environment, such as sustainable marketing (Kalogiannidis et. al.…”