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Keywords: New-age technologies
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (9): 2092–2119.
Published: 27 November 2025
... to the terms of the CC BY 4.0 licence. Artificial intelligence Stakeholder engagement Marketing agility New-age technologies Technology turbulence Disruption has become a persistent companion to the global economy. Disruptions, whether exogenous – stemming from external factors...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (9): 2120–2165.
Published: 19 September 2025
...Waqar Nadeem; Abdul Rehman Ashraf; Magnus Hultman Purpose This paper aims to highlight the pivotal role of augmented reality ( AR ), a disruptive new-age technology, in fostering sustainability initiatives of multinational corporation ( MNC ) brands. Drawing on the transformative marketing...
