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How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities

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Abstract

Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shopping experiences, retailers in grocery segment must identify and forecast opportunities and emerging challenges to achieve a competitive advantage with appropriate marketing strategies. By anchoring in the brick-and-mortar context, the present paper discusses the sources of competitive advantage for grocery segment retailers in the Metaverse, highlighting differences and similarities with the traditional retail context. Moreover, following a marketing perspective, a research agenda is presented, looking at the retail sources of competitive advantage in the Metaverse.

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  1. Department of Economics and Law, University of Cassino and Southern Lazio, Cassino, FR, Italy

    Roberto Bruni & Annarita Colamatteo

  2. Faculty of Economics and Administration, Masaryk University, Brno, South Moravia, Czech Republic

    Dušan Mladenović

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Bruni, R., Colamatteo, A. & Mladenović, D. How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09779-1

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