New vistas for marketing strategy: digital, data-rich, and developing market (D-3) environments

Shrihari Sridhar (First Author), Er Fang (Participant Author)

Research output: Contribution to journalJournal

15 Citations (Web of Science)


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 D-3 environments.
Original languageEnglish
Pages (from-to)977-985
JournalJournal of the Academy of Marketing Science
Issue number6
Publication statusPublished - 2019

Corresponding author email


  • D-3
  • data-rich market
  • developing market
  • digital market
  • marketing strategy

Indexed by

  • FT
  • ABDC-A*
  • Scopus
  • SSCI


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