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The Second Digital Revolution

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Abstract

I propose that our economy is currently in the early stages of a Second Digital Revolution. In contrast to the First Digital Revolution, which digitized information goods via personal computers, the Second Digital Revolution will digitize physical goods via desktop 3D printers. Thus, the divide between the physical and the digital will begin to converge, which will likely expand the role of consumers and challenge the dominance of firms. In this article, I explain the origins, nature, and impact of this Second Digital Revolution and discuss its research implications for marketing scholars.

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Authors and Affiliations

  1. Illinois MakerLab at Gies College of Business, University of Illinois, Champaign, IL, 61820, USA

    Aric Rindfleisch

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  1. Aric Rindfleisch
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Correspondence to Aric Rindfleisch.

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Rindfleisch, A. The Second Digital Revolution. Mark Lett 31, 13–17 (2020). https://doi.org/10.1007/s11002-019-09509-4

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  • DOI: https://doi.org/10.1007/s11002-019-09509-4

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