Radio frequency identification (RFiD): fact or fiction, hype or reality

Citation

Pelton, L.E. and Pappu, M. (2010), "Radio frequency identification (RFiD): fact or fiction, hype or reality", Journal of Business & Industrial Marketing, Vol. 25 No. 8. https://doi.org/10.1108/jbim.2010.08025haa.001

Radio frequency identification (RFiD): fact or fiction, hype or reality

Article Type: Guest editorial From: Journal of Business & Industrial Marketing, Volume 25, Issue 8

The development and deployment of technologies that improve the marketing channel efficiencies and effectiveness have received widespread attention in the business and industrial marketing academic and practitioner outlets. From just-in-time procurement and manufacturing to enterprise resource planning (ERP), the primary focus of the extant literature has been on the technologies that facilitate improved information utilization. In-depth interviews with supply chain managers employed in multinational corporations (MNCs) suggest that radio frequency identification (RFiD) will be the “next seismic technology shift” that will impact the value chain. These key informants’ insights parallel the recent transition of retail behemoth Wal-Mart’s demands from pallet-level to stock-keeping unit (SKU)-level RFiD tagging. Indeed, the fundamental goal of this special issue is to address the emerging role of RFiD technology in creating and sustaining value in marketing channels. Clearly, there has been a paucity of research attention focusing on this emerging technological shift in marketing channels management.

Most academicians and practitioners will conceded that visibility and trust are key antecedents to effective channel relationships, and information sharing and communications are the backbone of supply chain efficiencies. To date, these objectives have largely focused on personnel-centric, relationship-building tactics such as strategic alliances and partnerships. RFiD is a technology that holds promise toward attaining transparency and trust with less emphasis on the vagaries of the role players who manage the interactions between channel members. Radio Frequency Identification (RFiD), driven by mandates from major retailers such as Wal-Mart and the government (i.e. the US Department of Defense) are compelling channel members to develop and implement systems, which have equitable return on investments (ROI). This special issue presents a logically developed portfolio of RFiD research and theory to advance knowledge and practices that achieve mutuality in channel relationships.

RFiD technology is based on the simple idea that an electronic circuit or tag, self powered (Active tag) or powered intermittently through radiation from a distance (Passive tag), can transmit information in air that can be read by a reader located at a distance. While some of these tags are nothing but plain antennae bonded to a silicon chip kept inside a plastic or glass case, the more sophisticated ones do more than just transmit data – they provide the means to sense their environments or behave “intelligently”. This latter type tag is also referred to as a “System on chip”. WiFi-based active RFiD systems have matured over the years and are poised to make huge inroads into areas needing auto-ID systems (as mandated by recent compliance requirements from the FDA). These systems not only provide simple locating possibilities but a host of others, which makes this system on a chip very attractive.

The quality of a journal is largely attributed to the dedicated scholars who selflessly offer prescriptive counsel to the authors of research submission. We wish to extend our gratitude to the JBIM editor review board members and the following ad hoc reviewers who contributed their knowledge to this special issue.

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  Jhinuk Chowdhury, University of North Texas

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  James Fang, Ching-Yun University

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  Neil C. Herndon, Hong Kong Baptist University

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  Zhenhua Huang, University of North Texas

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  Maxwell Hsu, University of Wisconsin – Whitewater

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  Binshan Lin, Louisiana State University Shreveport

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  Annie Liu, Loyola Marymount University

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  John T, Mentzer, University of Tennessee

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  Rajasree Krishnankutty Nair Rajamma, Fairfield University

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  Wesley S. Randall, Auburn University

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  Rajash Srivastava, Middle Tennessee State University

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  Joyce A. Young, Indiana State University.

RFiD tags are being widely used in industrial applications such as tracking machinery and parts inventory, tractor-trailers in yards and shipping/air cargo containers as they move from facility to facility across towns and countries. More and more hospitals are seeing better asset utilization through increased visibility of critical medical devices. Tracking personnel, patients and staff is yet another application, which is receiving widespread attention in hospitals. This special issue introduces a wide range of business and industrial RFiD applications, as well as a conceptual framework for advancing RFiD knowledge and practice. We hope that it provides a foundation for additional empirical attention to this important dimension of marketing channels management.

Lou E. PeltonUniversity of North Texas, Denton, Texas, USA

Madhav PappuTexas A&M University, College Station, Texas, USA