Are marketers prepared for the implementation of Radio Frequency Identification (RFID)?

Abstract

Based on Ireland’s current reputation as a sophisticated user of ICT in business, research that comprehensively addresses the enablers and barriers to RFID deployment, including the role of particular contextual factors, could be of immense value. The Irish setting could essentially provide a mini-laboratory for future RFID research that could help identify best practices for national and international ICT innovation and deployment. This paper reviews an innovative technology, Radio Frequency Identification Devices (RFID) which could have major impacts on national and international business. A study was undertaken to critically evaluate the readiness of Irish companies for RFID, focusing particularly on the retail industry. This study attempts to explain the reasoning behind the lack of preparedness for what could be a beneficial and transformational technology. The marketing implications of RFID are discussed and suggestions for further research into the implementation challenges of this technology are posited.