Call for contributions (chapters) to Edited Volume on Technology Brands in the Digital Economy. This volume is edited by Wioleta Kucharska & Ewa Lechman from Gdansk University of Technology (Poland), and it will be published with prestigious Routledge UK. Prospected publication date is Spring 2022.
Societies and economies are not digitally-neutral. It is also widely acknowledged that digital technologies transform business, consumption and behavioral patterns, norms, and attitudes, consumer preferences, see e.g., Abramowitz (1986), Dosi et al. (1988), Freeman and Soete (1990), Fagerberg et al. (1994), Loh and Chib (2019), Tchamyou et al., (2019), Ali et al. (2020), Nair et al. (2020) or Vu et al. (2020). One of these channels of impact is digitally-native and digitally-born technology brands. Technology brands' rapid growth and impact on the networked world is observed; they unleash to the full potential of digitally-led economies and network societies.
Relevant literature linking economic geography and brand management supports the hypothesis that intangibles being – to a large extend the "effect" of digital innovations and solutions, such as brands, strongly influence economic growth (Pike, 2009, 2015; Kucharska et al., 2018). Moreover, for economies like, e.g., the US, South Korea, and Japan, electronics and software engendering images of their counties are causally linked with the pictures of key sectors existing in these countries (Ferilli et al., 2016). Moreover, Schoenfelder and Harris (2004) noted that digital technologies and technology sectors regularly deliver innovative tools for both corporations and individuals' growth. In the recent decade, the network economy has changed and continues to change how value is perceived, produced, and monetized, primarily through brand models of value creation. Social media and specifically online brand communities (Kucharska, 2019) significantly contribute to, e.g., the new business models.
Brands are the most valuable intangible assets of companies, to value creation in the network economy. Technological brands achieve spectacular results in the global market (Brand Finance, 2020). So, what is the contribution of hi-tech brands in the development of economies, given their significant contribution to companies' development? (Barwise, 1993; Barwise et al., 1989, 1990). This contribution can be defined and considered in direct financial terms and indirectly through the contribution to the improvement of the quality of life. In the case of public figures and celebrities, the opportunities for social impact can be truly profound. Especially that, in the networked economy, not only enterprises but also individuals are value producers. This is a kind of network economy phenomenon, which has never been observed before. This book aims to deliver scientific evidence based on quantitative methods on how digital technologies and technology brands are interrelated and leverage economies. Bridging the interdisciplinary approach, theory, and praxis are vital for achieving academic rigor and practical relevance. Therefore, Authors who are interested in such an ambitious and exciting project are very welcome to contribute.
The topics included in the volume preferably include, however are not limited to:
- Technology brand emergence – a historical perspective. The origins of technology brands
- Technological brands contribution to wealth creation for the economy and society on global, national, or local levels
- Digital technologies as key drivers of technology brands emergence
- Technology brands longevity versus consumer preferences, behaviors, and attitudes
- Competing technology brands in network markets and societies
- Creating/building technology brands power/success in digitalized societies
- Consumers attitudes towards technology brands – social perspective / gender differences / cultural biases / religious biases / comparing cross-country differences
- Measuring technology brands impact on consumer patterns and preferences
- Technology solutions for global(cal) technology brands positioning
- Managing technology brands risks/failure risks in rapidly changing markets
- Consumer sovereignty in the age of technology brands
- Consumer engagement and loyalty for technology brands. Case-based evidence.
- Case-based evidence – the most (un)successful technology brands. Lessons from failure.
- Technology brands contribution to sustainable digital business models
- Personal brands of technology icons contribution to the economy and society on global, national, or local levels
- Technology brands as a source of non-monetary value for society. Are they meaningful?
- Global, national, local, or personal brands driven by hi-tech image - factors of success
Important Dates
Extended abstract submission: 30 March, 2021
Full chapter submission: 30 June, 2021
Review process and feedback: July-September, 2021
Final paper submission: 15 December, 2021
All submissions should be done via email to:
Wioleta Kucharska: wioleta.kucharska@pg.edu.pl
or
Ewa Lechman: eda@zie.pg.gda.pl