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Marketing Letters

The Second Digital Revolution

  • 07-12-2019
  • Idea Corner
Published in:
Author
Aric Rindfleisch
Published in
Marketing Letters | Issue 1/2020

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Abstract

I propose that our economy is currently in the early stages of a Second Digital Revolution. In contrast to the First Digital Revolution, which digitized information goods via personal computers, the Second Digital Revolution will digitize physical goods via desktop 3D printers. Thus, the divide between the physical and the digital will begin to converge, which will likely expand the role of consumers and challenge the dominance of firms. In this article, I explain the origins, nature, and impact of this Second Digital Revolution and discuss its research implications for marketing scholars.

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previous article The cannabis industry: a natural laboratory for marketing strategy research
next article Drug influences on consumer judgments: emerging insights and research opportunities from the intersection of pharmacology and psychology
Title
The Second Digital Revolution
Author
Aric Rindfleisch
Publication date
07-12-2019
Publisher
Springer US
Published in
Marketing Letters / Issue 1/2020
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-019-09509-4
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