Author Identifier (ORCID)
Ali N. Tehrani: https://orcid.org/0000-0003-1629-8211
Sanjit K. Roy: https://orcid.org/0000-0003-4932-2222
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.
Keywords
Artificial intelligence, blockchain, distributed ledger technology, internal marketing, marketing capabilities, quantum computing
Document Type
Journal Article
Date of Publication
12-14-2026
Volume
60
Issue
13
Publication Title
European Journal of Marketing
Publisher
Emerald
School
School of Business and Law
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
First Page
256
Last Page
296
Comments
Tehrani, A. N., Roy, S. K., & Gruner, R. L. (2026). Firms’ DARQ readiness and marketing implications: A systematic literature review. European Journal of Marketing, 60(13), 240–280. https://doi.org/10.1108/EJM-01-2024-0018