Back Issues 11-20

 

This study focuses on the blockchain technology and its roles in creating customer values. We first clearly conceptualize how blockchain creates strategic business values by build- ing a highly “decentralization-oriented” or “asset transfer-oriented” network service sys- tem. Then, we analyze the five ways that blockchain is applied to marketing innovation and propose a research framework for blockchain to create customer values. Those five ways include “protection of privacy”, “reward of attention”, “security of supply chain”, “agreement of autonomous transactions”, and “observation of corporate social responsi- bility”. We also present some related propositions and finally provide some research di- rections that will guide future blockchain-relate research in marketing innovation.