Table 2. Disruption-enabling... | Emerald Publishing

Table 2.

Disruption-enabling technologies and their core disruptive mechanisms

Enabling technology	Effects and implications in terms of core disruptive “mechanism” for marketing-management pratices
Data economy	Transforms behaviours, interactions and organisational processes into analysable data, enabling predictive, real-time and scalable decision environments
Artificial intelligence and machine learning	Redistributes cognitive agency by automating analytical, evaluative and adaptive tasks, altering managerial logics and consumer decision architectures
Internet of Things	Integrates physical and digital environments through continuous data flows, enabling real-time coordination and self-adjusting operational systems
Digital platforms	Restructure market boundaries and interaction rules through multi-sided coordination, network effects and control over data circulation and standards
Blockchain	Introduce decentralised forms of verification, trust and governance, enabling new organisational arrangements and alternative value configurations
Immersive and extended reality	Redefine perception, presence and engagement by blending physical and digital layers, reshaping experiential value and consumer interaction patterns
Cloud and infrastructures	Provide scalable, modular and distributed computational resources that support rapid experimentation, deployment and recombination of digital capabilities

Enabling technology	Effects and implications in terms of core disruptive “mechanism” for marketing-management pratices
Data economy	Transforms behaviours, interactions and organisational processes into analysable data, enabling predictive, real-time and scalable decision environments
Artificial intelligence and machine learning	Redistributes cognitive agency by automating analytical, evaluative and adaptive tasks, altering managerial logics and consumer decision architectures
Internet of Things	Integrates physical and digital environments through continuous data flows, enabling real-time coordination and self-adjusting operational systems
Digital platforms	Restructure market boundaries and interaction rules through multi-sided coordination, network effects and control over data circulation and standards
Blockchain	Introduce decentralised forms of verification, trust and governance, enabling new organisational arrangements and alternative value configurations
Immersive and extended reality	Redefine perception, presence and engagement by blending physical and digital layers, reshaping experiential value and consumer interaction patterns
Cloud and infrastructures	Provide scalable, modular and distributed computational resources that support rapid experimentation, deployment and recombination of digital capabilities

Source(s): Authors’ elaboration