The Internet-of-Things: Review and research directions

Abstract

This paper presents a review of the Internet-of-Things (IoT) through four conceptualizations: IoT as liquification and density of information of resources; IoT as digital materiality; IoT as assemblage or service system; and IoT as modules, transactions, and service. From the conceptualizations, we provide a definition of IoT and present its implications and impact on future research in Marketing that interfaces with information systems, design and innovation, data science and cybersecurity, as well as organizational studies and economics. By integrating the implications of IoT with extant literature, we then propose a set of priorities for future research in this area. Highlights• Consumer experiences with physical products will be highly visible in an era of IoT • Physical products are evolving into connected and dynamically reconfigurable service platforms that are socio-cyber-physical • Information is leaking out and liquifying everywhere and data is ubiquitous • Consumers personal data allow for personalization of the offering but could result in consumer vulnerabilities • Shifting boundaries due to information flows in an era of IoT will transform markets and exchanges

Marketing Management for Consumer Products in the Era of the Internet of Things

“…Thus, the main contribution of this paper lies in the identification and discussion of potential paradigm changes in selected fields of marketing management for consumer products and in the development and motivation of research propositions for advancing marketing theory toward the IoT era. It is thus in line with some other recent works on related topics [4] [5].…”

For Indian online shoppers, have saying and doing parted ways?

“…In an increasingly tough funding environment, e‐retailers need to recognize MVP as an important mediating variable and e‐SQ dimensions as significant antecedent variables contributing toward customer metrics. This study, executed at the interface between service and physical good boundaries in an era of Internet of things (IOT) (Ashton, ), validates the increasing rate of dissolution of this boundary (Ng, & Wakenshaw, ; Rust, & Huang, ). MVP as a key mediating variable cannot be overlooked by e‐retailers in an increasingly service‐dominant environment wherein all offerings manifest themselves as a service (Vargo, & Lusch, ; ).…”

Consumer Resistance to Innovation in Services: Challenges and Barriers in the Internet of Things Era

“…The IoT and more specifically IoT devices are undeniably an advance paving the way for new uses in different sectors (Ng and Wakenshaw, ). Services such as healthcare, insurance, transport, and smart homes could benefit from the capacity of these devices to collect, communicate, and exchange a great deal of data instantaneously and autonomously (Wünderlich, Wangenheim, and Bitner, ).…”