Implications of Blockchain Technology on Marketing

Journal of International Trade, Logistics and Law, Vol. 4, Num. 2, 2018, 35-44

11 Pages Posted: 4 Apr 2019

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Date Written: March 12, 2019

Abstract

Trust issue gradually becomes more of a concern in the 21st century business environment. Recent research sheds light on the erosion of trust to brands on a global basis. Traditionally, trusted third parties take place to ensure the trust needed for business transactions to take place. Digitization, advances in peer-to-peer networks and cryptographic technologies have advanced to such a point that exchange of currency, as in the case of Bitcoin, and even value as in the case of property rights, securities, ownership etc. can be done over Internet with Blockchain technology serving as a trust layer baked into the protocol. Blockchain technology serves as the missing trust layer in the evolution of Internet. This paper explores implications of Blockchain technology on marketing discipline from various aspects. The paper pinpoints the key strategies marketers need to adopt to survive in the rapidly evolving business landscape. Finally, conclusions are drawn regarding future direction of marketing as affected by those technological advances.

Suggested Citation

Ertemel, Adnan Veysel, Implications of Blockchain Technology on Marketing (March 12, 2019). Journal of International Trade, Logistics and Law, Vol. 4, Num. 2, 2018, 35-44, Available at SSRN: https://ssrn.com/abstract=3351196

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpa┼ča Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

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