author(s)
Madhu Khanna

abstract
The business and marketing practices are affected increasingly by disruptive technologies, for creating new opportunities as well as threats to the practitioners of marketing. Most of the studies focus on the effects which are external to a company like the effect of internet on the structure of the market, new paradigms of business, etc. However, researches have highlighted how these new technologies act as the internal agents for change. It forces the companies to adapt themselves to the new processes. In turn, this disrupts the existent hierarchies. Studies have made it very easy for disruption to create opportunities for the marketers who fail to become key player at the board level. It’s also been argued that the focus of business and marketing has to move towards the internal facilitation and management for enabling the market orientation companywide for emerging as dominant ethos for a company. When surveyed, the respondents mostly give blunt views regarding the abilities of the marketers to lead the change, making sombre reading.