New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

Shrihari Sridhar, Eric Fang

Research output: Contribution to journalEditorialpeer-review


The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The second D is “data-rich”; digital marketing has made available to researchers unprecedented data on firm and customer behavior. The third D is “developing markets”; the issue of marketing strategy in a digital and data-rich context is particularly relevant in developing markets such as BRIC (Brazil, Russia, India, and China) countries. This article formally defines the scopes of the three Ds, identifies opportunities associated with three Ds, and highlights the work published in these areas that will hopefully trigger more research work in D3 environments.

Original languageEnglish (US)
Pages (from-to)977-985
Number of pages9
JournalJournal of the Academy of Marketing Science
Issue number6
StatePublished - Nov 1 2019

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments'. Together they form a unique fingerprint.

Cite this