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

Prof. A. Parasuraman

Pro-Chancellor, Vijaybhoomi University

Noble, S. M., Mende, M., Grewal, D., & Parasuraman, A. (2022).
Journal of Retailing.


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,
27 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.

Link to Article: https://www.sciencedirect.com/science/article/pii/S0022435922000288

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