The impact of the new technologies — Permanent paradigm shift or transitory aberration?

Abstract

The paper discusses what lasting legacy remains from the widespread use of technology to create new products, companies, business models and marketing processes. The highest-profile failure of technology-driven innovation has been the dot.com companies, but the list also extends to the faltering business models of the telecommunications, software and entertainment suppliers and the disappointment with the business benefits delivered by CRM and knowledge management. The paper investigates the reasons why so many failures have occurred, and suggests how the marketer can ensure that the same mistakes will not be repeated in the future.