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Radio frequency identification (RFID) Invaluable technology or a new obstacle in the marketing process?

Radio frequency identification (RFID) Invaluable technology or a new obstacle in the marketing... Purpose – The paper's purpose is to show how product coding by radio frequency identification (RFID) can provide better benefits with respect to supply‐chain management than barcode reading, and to discuss important practical obstacles to adoption of the new technology, particularly the high set‐up and implementation cost. Design/methodology/approach – This paper analyses feasibility studies of RFID systems in relation to the structure and application of the technology in an industrial supply chain. Findings – RFID technology offers the prospect of improved efficiency by more sophisticated inventory management, delivering lower costs and improved results. It also offers opportunities to reduce theft and counterfeiting. More accurate demand analysis furthermore improves marketing planning. However, a main disadvantage is the high set‐up and implementation cost. Other technical concerns are reliability and electronic interference. Perceived obstacles thus militate against adoption. Originality/value – This paper evaluates the implementation of RFID from a managerial point of view, balancing benefits against challenges. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Radio frequency identification (RFID) Invaluable technology or a new obstacle in the marketing process?

Marketing Intelligence & Planning , Volume 26 (1): 18 – Feb 8, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500810847174
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper's purpose is to show how product coding by radio frequency identification (RFID) can provide better benefits with respect to supply‐chain management than barcode reading, and to discuss important practical obstacles to adoption of the new technology, particularly the high set‐up and implementation cost. Design/methodology/approach – This paper analyses feasibility studies of RFID systems in relation to the structure and application of the technology in an industrial supply chain. Findings – RFID technology offers the prospect of improved efficiency by more sophisticated inventory management, delivering lower costs and improved results. It also offers opportunities to reduce theft and counterfeiting. More accurate demand analysis furthermore improves marketing planning. However, a main disadvantage is the high set‐up and implementation cost. Other technical concerns are reliability and electronic interference. Perceived obstacles thus militate against adoption. Originality/value – This paper evaluates the implementation of RFID from a managerial point of view, balancing benefits against challenges.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Feb 8, 2008

Keywords: Identification; Product development; Supply chain management; Radio frequencies

References

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