This book is a collection of studies that explores the adoption, applications, and implications of emerging technologies in business. Given that emerging technologies have the potential to significantly disrupt and transform existing business models, the premise is to demonstrate how theories...

Purpose: Target markets of new product brands (niche customers) differ from those of existing product brands (mainstream customers) using conventional new product brand development strategy. The purpose of this paper is to contend that acculturation in the form of cultural pluralism exists in...