arbiter
JournalsAccount

Firms’ DARQ readiness and marketing implications: a systematic literature review

Ali N. Tehrani et al.

European Journal of Marketing2026https://doi.org/10.1108/ejm-01-2024-0018article
AJG 3ABDC A*
Weight
0.50

Abstract

Purpose This study aims to systematically review literature across diverse disciplines, including marketing, management and information systems, to synthesise insights on firms’ readiness to adopt and implement DARQ technologies and their marketing implications. DARQ technologies are emerging and cutting-edge technologies, including Distributed Ledger Technology, Artificial Intelligence, Extended Reality and Quantum Computing (hence, DARQ). Design/methodology/approach Through a systematic review of over 2,500 papers across three databases, this study distilled a focused sample of 88 papers. It comprehensively explores the reported dimensions, antecedents, outcomes and marketing implications of firms’ readiness for DARQ technologies. Findings This study identified three categories of factors that determine DARQ readiness: technological, organisational and environmental. In addition, this study identified external antecedents of DARQ readiness, such as environmental uncertainty and supply chain collaboration, as well as internal antecedents, like firm size and technology trust. It also explored the outcomes of DARQ readiness, including its impact on internal, external and interactive marketing, successful adoption and various performance metrics. Research limitations/implications The study acknowledges potential limitations and suggests areas for further exploration, contributing to the ongoing discourse on firms’ DARQ readiness. Practical implications The findings provide actionable insights for organisations looking to leverage DARQ technologies by identifying essential resources and capabilities and understanding key intricacies involved in the adoption process. Originality/value This study contributes to the literature on organisational DARQ readiness by presenting a conceptual framework that explains its dimensions, antecedents and marketing outcomes. It also identifies theme-based research gaps and sets an agenda for future research.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1108/ejm-01-2024-0018

Or copy a formatted citation

@article{ali2026,
  title        = {{Firms’ DARQ readiness and marketing implications: a systematic literature review}},
  author       = {Ali N. Tehrani et al.},
  journal      = {European Journal of Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ejm-01-2024-0018},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Firms’ DARQ readiness and marketing implications: a systematic literature review

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.