Emerging technology as a platform for

market shaping and innovation

Submitted By: Syed Fahad Hussain (1739140)

Muhammad Taha Anwar (1839132)
 Research Proposal
By

Muhammad Fahad Hussain 1739140

Muhammad Taha Anwar 1839132

Submitted to

Dr. Syed Hasnain Alam

Instructor
Strategic marketing

Dated:
Friday 10-January-2021
Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST) Karachi

Table of contents

Contents
Emerging technology as platform for market shaping and innovation
Table of Contents ..............................................................................................................................

INTRODUCTION.............................................................................................................................

Background ..................................................................................................................
Problem Statement........................................................................................................
Research Question........................................................................................................
Research Objectives.....................................................................................................
Research Scope............................................................................................................

Significance of Research...............................................................................................

CHAPTER 2.....................................................................................................................................

LITERATURE REVIEW..................................................................................................................
Introduction..................................................................................................................
Employee Engagement.................................................................................................
Employee Loyalty........................................................................................................
Monetary and non-monetary rewards............................................................................
Innovative Work Behavior............................................................................................
Conceptual Framework.................................................................................................
Theoretical Framework.................................................................................................
Conclusion...................................................................................................................

CHAPTER 3

METHODOLOGY......................................................................................................
Introduction..................................................................................................................
Methodology Overview................................................................................................
Research Design.........................................................................................................
Research Strategy.......................................................................................................
Quantitative and qualitative ..........................................................................................
Exploratory Research..................................................................................................
Time Horizon.............................................................................................................
Sampling design.........................................................................................................
Data collection technique............................................................................................
Unit of analysis...........................................................................................................

Chapter 4.........................................................................................................................................
Results: ...........................................................................................................................................
Findings and Interpretation of Research:-..........................................................................
Table 4.1
Table 4.2.........................................................................................................................................
Table 4.3.........................................................................................................................................
Table 4.4.........................................................................................................................................
Conclusion and recommendation: ............................................................................................
Recommendation: ............................................................................................................................

REFERENCES................................................................................................................................

Abstract:
Market shaping literature depicts markets as results of consider and outlined activities. Whereas
innovative improvement /structure changes within the platform, market-shapers do not frequently
create innovation themselves. As they depend on complementary innovations, empowering better
approaches to coordinated assets and co-create esteem, the field has not paid specific consideration to
the part of innovation in platform forming and advancement. To progress the composing, we
conceptually separate between innovation “as a advertise offering” and as a stage for technology
forming the innovation in market”. Through consolidating an organized Delphi study on the effect of
emerging technology or innovation like 5g on the different industry, we recognize the pattern of
emerging technology a how they shaping the existing marketing future. Also studied to several research
papers that how innovation creates change of market and within marketing structure.
Background & Purpose:
Time to time the way of marketing is being changed rapidly. So the development of new marketing has
resulted in the emergence of a stream of literature, which is known as market shaping and the market
innovation if there are significant changes in the market structure. It is also defined as a result of
changing accepted deliberately and designed actions, which invites companies and other players to
engage in shaping market with new emerging technology to transform the presentation of goods and
services.

Introduction:
To expand the digitalization, we conceptually differentiate between technology ‘as a market offering’
and as a ‘platform for market shaping and innovation’. Through incorporating a structured Delphi
studyon the impact of 5G technology on the E-commerce market, we identify few important and
probable market changes induced by 5G.Our emphasis will be on the modern-day technologies which
act on the bases of modern successful E-commerce businesses.

Using the platform of business model and the technological infrastructure influence the change in the
market that’s how technology perform to shaping the market and create significance of innovation.

Structures are always changing for today’s marketers. Marketing organizations are increasingly remote
(in fact some are now permanently so) and multidisciplinary. This is true not only of the core marketing
organization, but cross-functional internal contributors and a web of vendors, agencies, and contractors
also towards the technology enhancement.

Market Innovation is the implementation of a new marketing method with the help of technology to
involving significant changes in product design or packaging, product placement, product promotion or
pricing.

Market Shaping in terms of interrelated sub-processes in which users may be involved as agents:

• Market Development
• Market Structuring
• Market Intelligence

Establishing market norms and generating market representations.

Emerging technologies:
Emerging Technology help the market to reshape and restructure time by time and adopt innovation
with help the new technologies.

 AI for marketing
 Block chain for advertising
 Real-time marketing
 Customer data platforms
 Social media
 5g
 GIG economy
 Big data
 Disruptive technology

Additionally, some of these technological advances are commonly used among larger corporations,

 A rise in authentic content marketing

 Increased demand for chatbots
 More widespread use of voice search
 Greater focus on and use of data analytics to ascertain consumer intent.
 Increased use of social media marketing
 Expanded use of digital spaces to create and nurture relationships with consumers.
 Greater emphasis on providing an engaging user experience. 

Theories and Model:

Study is structured on Delphi model or techniques that focus on anticipated on market changes,
emerging technologies, and market innovations. This research raises the information of the linkage
between technologies and market innovations. Model and research framework and this theory also
include the element of market changes through technology.

Conceptual Framework:
Independent Variable:

 Exploring innovation
 Expressing innovation
 Technology engagement
 Technology experiment

Dependent Variable:

 Market Performance outcomes

 Performance outcome for market shaping
 Market Performance from stakeholders

For empirical research, we are using a structured Delphi study (Dalkey& Helmer, 1963), which is a
futures research method that enables thegeneration of community consensus from expert opinion. Over
theyears, the Delphi method has been successfully employed in studyingmarket dynamics, from the
future of different industries (Winkler, Kuklinski, & Moser, 2015).

And we also find that Delphi study/method focus to face-to-face expert opinion and dimensions of the
study based on different factors and this method is particularly suitable for studying a context, in which
the future depends less on the past and more on the research.
Problem Statement:

The study aims is to explore the technology-based innovation in marketing and identify which platform
using for shaping markets. Since Covid-19, the pandamic we are studying research that extends the base
for understanding market shaping and innovation from emerging technology towards change and the
dynamics of markets.

Dimension of Market Shaping

Innovation:
Innovation makes a significant impact of changes of market and shaped the markets indifferent ways.
Rapidly innovation provides new solution and ways toward to improve process and serve better.
Availability:
Availability is also important to extend the technology for different markets segment to make
incremental changes towards their innovative new solution.

Demand and Adoption:

While the availability emerging technology in market, so demand and adoption process will increase in
business.

Affordability:
Innovation and new technology affordability are dilemma of many organizations. Technology for any
organization is also very difficult to select for their business.

Delivery:
Delivery is also challenging of new technology to capture markets and provide better solution for their
problems.

The formative indicators of market change:

Emerging technology also impact of large scale of market indicators like,

• Product and Price:

The product &services of advertised in our industry have radically changed (i.e., our own and/or
our competitors’). The way products/services are combined into offerings has changed (i.e., the
way offerings are bundled or configured). The estimating structure of items or directions in our
industry has changed (e.g., from estimating on an hourly premise to flat-rate pricing, from
offering possession to leasing or renting, etc.). The cost levels of the items and/or
administrations in our industry have changed impressively (e.g., from higher to lower–or vice
versa, more variety in prices).

• Customer and use

Customers/consumers have started to utilize existing items and/or services in several ways or
for distinctive purposes (than our industry initially intended). The sorts of clients who purchase
our industry’s items have changed (i.e., the conventional clients have exited the showcase
and/or unused sorts of clients have entered the market). Within our industry, what clients are
searching for in products has changed. Within our industry, the choices clients have with respect
to full service versus self-service have changed (e.g., gone from more full-service to more self-
service–or bad habit versa). Physical or innovative foundations that empower customers to
utilize our industry’s items have changed and things our industry does not specifically deliver but
that enable usage–such as streets for cars, web for online shops, etc.
 • Channels
• There are modern or unique channels that our industry employments to find and/or benefit
customers. Customers are utilizing unused or distinctive channels to discover and/or contact
potential benefit suppliers in our industry.

• Supply Side Network:

The number of competitors working in our industry has changed (i.e., there are less or more
than 5 a long time ago). The ways in which competitors in our industry associated and cooperate
have changed. There have been noteworthy changes within the number of suppliers and/or
accomplices that we and/or our competitor’s work.

• Representation:
The expression commonly utilized in our industry has changed. The categories utilized by official
measurements and/or research agencies to report on our industry and/or its products/services
have changed (e.g., modern categories have been made; old categories have been renamed,
etc.)

• Norms:
• There have been changes in our industry’s standards (e.g., technical standards, specifications,
voluntary codes of conduct, etc.).

Limitations:
 Timing of Study
 Access to Literature
 Time
 Data Collection Process

Findings:
• Clients are increasingly served remotely through digital services.

• Health-monitoring devices become the new normal.

• More remote services are offered: remote operations (e.g., robotic surgeries), remote
monitoring, and remote consultations and diagnostics.

• More sensor-based services are offered with alerts and predictive analytics.

• Better access to and maintenance of equipment through IoT is available.

• Improvements are made in the flow of real-time information.

Conclusion:
It is expected after 5g the future will be more prosperous, in health care we will
introduce more applications like Uber, Amazon, food panda to reach paramedic such as how Amazon
warehouse do with drones. It is concluded that this module will help many people’s live in traffic jam or
high terrain where human will reach late and chances of human error.

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