The Second Digital Revolution

Research output: Contribution to journalReview articlepeer-review


I propose that our economy is currently in the early stages of a Second Digital Revolution. In contrast to the First Digital Revolution, which digitized information goods via personal computers, the Second Digital Revolution will digitize physical goods via desktop 3D printers. Thus, the divide between the physical and the digital will begin to converge, which will likely expand the role of consumers and challenge the dominance of firms. In this article, I explain the origins, nature, and impact of this Second Digital Revolution and discuss its research implications for marketing scholars.

Original languageEnglish (US)
Pages (from-to)13-17
Number of pages5
JournalMarketing Letters
Issue number1
StatePublished - Mar 1 2020
Externally publishedYes


  • 3D Printing
  • Digital Revolution
  • Digital marketing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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