The Fifth Industrial Revolution: How harmonious human–machine collaboration is triggering a retail and service [r]evolution

Stephanie M. Noble, Martin Mende, Dhruv Grewal, A. Parasuraman

Research output: Contribution to journalArticlepeer-review

Abstract

This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and highlights its potential for addressing a host of issues within retail and service domains. With a retailing and service perspective, the authors outline the meaning of the 5IR, according to a 2 × 2 framework that categorizes retailers and service providers by their embrace of human–machine collaborations. They also propose an expanded definition of stakeholders in the 5IR (companies, employees, customers, and society). Merging digital, physical, and biological technologies promises enhanced well-being for societal actors across the board. By outlining these likely implications of the 5IR for retailing and services, this article establishes a roadmap for how the (r)evolution is likely to progress and offers a set of key research questions that emerge as a result.

Original languageEnglish
Pages (from-to)199-208
Number of pages10
JournalJournal of Retailing
Volume98
Issue number2
Early online date9 May 2022
DOIs
Publication statusPublished - 30 Jun 2022

Keywords

  • Fifth Industrial Revolution
  • Fourth Industrial Revolution
  • Human-machine collaboration
  • Human-technology collaboration
  • Retail revolution
  • Service revolution
  • Sustainable goals
  • Technology
  • Well-being

ASJC Scopus subject areas

  • Marketing

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