Mikheev, Alexey Aleksandrovich; Krasnov, Aleks; … - In: Journal of Open Innovation: Technology, Market, and … 7 (2021) 2, pp. 1-12
developing of the so-called phygital environment (physical plus digital) could be considered as a research gap. The definition of … the phygital environment regards the innovational concept being used in marketing practice but has not been described in … of their interaction in the phygital environment. The concept of pop-up stores is analyzed as a new format of advertising …