JMM Special Issue – The Deadline for submissions has now passed

The role of smart technologies in decision making: developing, supporting and training smart consumers

Guest Editor: Eleonora Pantano, University of Bristol

Market forces and technological advancements are making the management of and strategies for innovation more prominent and essential in all functions of business, not least marketing and retailing (Inman & Nikolova, 2017; Pantano et al., 2017; Rust & Huang, 2014; Worm et al., 2017). Thus, the frontiers of marketing are constantly pushed further, requiring the development and adjustments of new theories.

Prior literature on innovation in marketing has mainly focused on digital marketing (e-marketing) and mobile retail (Chung et al., 2016; Pantano & Gandini, 2017; Pantano et al., 2018; Shankar et al., 2016), while recently introducing the notion of smart retailing in terms of smart experience and interaction (Dacko, 2017; Pantano et al., 2018; Roy et al., 2018; Wu et al., 2017), smart products (Mani & Chouk, 2017), and new digital opportunities (Hilken et al., 2017; Pantano et al., 2018; Willems et al., 2017).

While these studies provide a theory basis for defining smart retailing and consumer behaviour in smart retail settings (Roy et al., 2018), the concept of smart consumers, that is, those consumers making extensive use of smart technologies in all steps of their shopping behavior and experience of the store (either offline and online) is still under-investigated. Thus, the concept the smart consumer is emerging as a promising area for future marketing and retailing research directions.

The aim of this special issue is to elicit new approaches to marketing, with an emphasis on retailing and consumer management. The special issue is prompted by the increasing impact of technology-based innovations, and aims to support scholars and practitioners in taking advantage of these opportunities through a more comprehensive perspective. Notwithstanding an increasing number of recent articles on the future of retailing as prompted by the continuous evolution in technology (Balaji & Roy, 2017; Dacko, 2017; Inman & Nikolova 2017; Pantano et al., 2017, 2018; Papagiannidis et al., 2017; Willems et al., 2017), this is a field where research opportunities with potential managerial and theoretical implications are attractively wide-open.

The Guest Editor welcomes open-minded, provocative, multi-disciplinary and eclectic perspectives with original ideas and advanced thinking. This Journal of Marketing Management special issue welcomes both empirical and theoretical/conceptual contributions, models, approaches, methods, tools and case studies that illuminate, explain and utilise innovation and innovativeness in retailing, addressing new research directions in the field of smart retailing as well as building important new knowledge on smart consumers. Contributions to knowledge may result from adopting or modifying concepts or theories from other fields of research, or from creating and explicating novel content specific to this domain.

The Guest Editor welcomes topics including, but not limited to:

  • Smart technologies, smart retailing and smart consumer interactions in the new service economy
  • Smart technologies to support consumer decision making
  • Smart technologies for improving consumer information management within offline and online retail settings
  • Consumer experience and consumption behavior in smart environments
  • Co-creation, smart partnerships and new forms of collaboration between firms and consumers, mediated by smart technologies
  • Consumer and retailer preparedness for new smart environments

In case of questions about possible topic fit with the issue, please contact the special issue editor:

Eleonora Pantano

Deadline for submissions: 1 March 2019

Submission Requirements:
Authors should submit manuscripts of between 8,000–10,000 words (excluding tables, references, captions, footnotes and endnotes). All submissions must strictly follow the guidelines for the Journal of Marketing Management. These are available at: Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site ( New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”.

To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Smart Consumers in the text field provided.

Technical queries about submissions can be referred to the Editorial Office:


Balaji M.S., & Roy S.K. (2017). Value co-creation with Internet of things technology in the retail industry. Journal of Marketing Management, 33 (1-2), 7-31.
Chung T.S., Wedel M., & Rust R.T. (2016). Adaptive personalization using social networks. Journal of the Academy of Marketing Science, 44 (1), 66-87.
Dacko S.G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 243-256.
Hilken T., de Ruyter K., Chylinski M., Mahr D., & Keeling D.I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45 (6), 884-905.
Hsu C.-L., & Lin J.C.-C. (2016). An empirical examination of consumer adoption of Internet of Things services: network externalities and concern for information privacy perspectives. Computers in Human Behavior, 62, 516-527.
Inman J.J., & Nikolova H. (2017). Shopper-facing retail technology: a retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93 (1), 7-28.
Kannan P.K., & Li H. (2017). Digital marketing: a framework, review and research agenda. International Journal of Research in Marketing, 34 (1), 22-45.
Mani Z., & Chouk I. (2017). Drivers of consumers’ resistance to smart products. Journal of Marketing Management, 33 (1-2), 76-97.
Pantano E., & Gandini A. (2017). Exploring the forms of sociality mediated by innovative technologies in retail settings. Computers in Human Behavior, 77, 367-373.
Pantano E., Priporas C.V., Sorace S., & Iazzolino G. (2017). Does the innovation-orientation lead to retail industry growth? Empirical evidence from patent analysis. Journal of Retailing and Consumer Services, 34, 88-94.
Papagiannidis S., Pantano E., See-To E., Dennis C., & Bourlakis M. (2017). To immerse or not? Experimenting with two virtual retail environments. Information Technology & People, 34 (1), 163-188.
Roy S.K., Balaji M.S., Quazi A., & Quaddus M. (2018). Predictors of customer acceptance of and resistance to smart technologies in the retail sector. Journal of Retailing and Consumer Services, 4, 147-160.
Rust R.T., & Huang M.-H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33 (2), 206-221.
Shankar V., Kleijnen M., Ramanathan S., Rizley R., Holland S., & Morrissey S. (2016). Mobile shopper marketing: key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34, 37-48.
Willems K., Smolders A., Brengman M., Luyten K., & Schoning J. (2017). The path-to-purchase is paved with digital opportunities: an inventory of shopper-oriented retail technologies. Technological Forecasting and Social Change, 124, 228-242.
Worm S., Bharadwaj S.G., Uluga W., & Reinartz W.J. (2017). When and why do customer solutions pay off in business markets. Journal of the Academy of Marketing Science, 45 (4), 490-512.
Wu J., Chen J., & Dou W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33 (1-2), 61-75.

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