Digital Asset Marketing: Traceability as a competitive advantage in a low carbon economy
Conference paper
Hirst, A., Veasey, C. and Daniel, J. 2023. Digital Asset Marketing: Traceability as a competitive advantage in a low carbon economy. AM2023. From Revolution to Revolutions, University of Birmingham, UK, 3-6 July 2023, Academy of Marketing. University of Birmingham .
| Authors | Hirst, A., Veasey, C. and Daniel, J. |
|---|---|
| Type | Conference paper |
| Abstract | The digital world and big data technologies have seen exponential growth in recent years (Ashwin Kumar, 2017). According to International Data Corporation (IDC) corporate spending on Blockchain solutions expected to reach $19 Billion in 2024. Blockchain eliminates the need for a trusted third party where suppliers could transact and trade directly with customers, ensure the data integrity and trace and track assets efficiently (Lacity 2018). Iansiti and Lakhani (2017) demonstrate other characteristics of block chain technology that could stimulate new business models or opportunities. Maroun and Daniel (2019) and Daniel (2021) confirm that there are significant opportunities to adopt blockchain technology in the supply chain. Nascent marketing research, such as Dwivedi et al (2021), suggest a plethora of opportunities for marketing researchers to explore. This research however focuses on the potential of blockchain tokens to trace products through the supply chain and deliver a competitive advantage to companies that seek to promote their carbon and environmental credentials. |
| Keywords | Blockchain; Cryptocurrency; Digital assets; NFTs; Sustainability |
| Year | 2023 |
| Conference | AM2023. From Revolution to Revolutions, University of Birmingham, UK, 3-6 July 2023, Academy of Marketing |
| Publisher | University of Birmingham |
| Web address (URL) | https://academyofmarketing.org/am2023-conference/ |
| Accepted author manuscript | File Access Level Open |
| ISBN | 9781399958042 |
| Output status | Submitted |
| Publication dates | |
| Online | 03 Jul 2023 |
| Publication process dates | |
| Deposited | 14 Aug 2023 |
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