期刊
JOURNAL OF INTERNATIONAL MARKETING
卷 28, 期 1, 页码 28-47出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/1069031X19898767
关键词
customer journey; cross-cultural marketing; AI; omnichannel marketing; privacy
类别
Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.
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