• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • E-mail: joebm.editor@gmail.com
JOEBM 2024 Vol.12(2): 202-208
DOI: 10.18178/joebm.2024.12.2.797

Positioning and Marketing Strategies for Home Automation Products in the Global Market: A Bibliometric Study

Alejandro Valencia-Arias1, Luz Alexandra Montoya-Restrepo2, Paula Andrea Rodríguez-Correa 3, Carlos Andrés Muñoz Muñoz 4, and Luis Fernando Garcés Giraldo 5
1. Departamento en Ciencias Administrativas, Instituto Tecnológico Metropolitano–ITM, Medellín, Colombia
2. Facultad de Minas, Universidad Nacional de Colombia, Medellín, Colombia
3. Centro de Investigaciones de Escolme, Institución Universitaria Escolme, Medellín, Colombia
4. Facultad de Minas, Dpto Ingeniería de la organización, Universidad Nacional de Colombia, Medellín, Colombia
5. Vicerrectoría de Investigación, Corporación Universitaria Americana, Medellín, Colombia
Email: jhoanyvalencia@itm.edu.co (A.V.A.); lamontoyar@unal.edu.co (L.A.M.R.); Cies4@escolme.edu.co (P.A.R.C.); carmunozmu@unal.edu.co (C.A.M.M.); lgarces@americana.edu.co (L.F.G.G.)
*Corresponding author

Manuscript received August 18, 2023; revised October 16, 2023; accepted November 16, 2023; published June 4, 2024.

Abstract—Home automation is transforming homes with smart devices. Key business strategies are intertwined with challenges and opportunities that drive current research. However, considering the key research gaps, the objective is to examine the research trends in the positioning and commercialization strategies of home automation products in the global market. The study adopts an exploratory approach to analyze global home automation strategies. The bibliometric analysis based on PRISMA-2020 examines the trends, gaps and contributions of previous positioning and marketing research. This bibliometric analysis provides insightful insights into global home automation product marketing and positioning strategies. The interest marked in 2017, 2020 and 2021 stands out and reflects its validity. The literature is experiencing exponential growth, highlighting its relevance in the market. Authors such as Liu Y lead in productivity and impact, while Hauxwell-Baldwin R, Hargreaves T and Wilson C make significant contributions. Topical development reflects adaptation to emerging trends such as stochastic programming and the Internet of Things. Keyword ranking provides important tools for a changing industry. Taken together, this analysis provides valuable guidance for industry and research to drive informed strategies.
Keywords—home automation, emerging trends, PRISMA-2020, smart devices, global market

Cite: Alejandro Valencia-Arias, Luz Alexandra Montoya-Restrepo, Paula Andrea Rodríguez-Correa, Carlos Andrés Muñoz Muñoz, and Luis Fernando Garcés Giraldo, "Positioning and Marketing Strategies for Home Automation Products in the Global Market: A Bibliometric Study," Journal of Economics, Business and Management, vol. 12, no. 2, pp. 202-208, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).


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