Duke Center for Health Informatics: The Genomics Blockchain

November 2, 2022
4:00 pm to 5:00 pm

Event sponsored by:

School of Medicine (SOM)
Duke Center for Health Informatics


Johnstone, Jessica



Sunil Erevelles, PhD

Nov 2 Recording

Authors: Sunil Erevelles, Anthony Erevelles, Camelia Taheri and Layne McGuire

Seminar Abstract: Genomic Data represents a seminal paradigm shift, likely to radically transform marketing in the future. The capacity of genes to predict consumer behavioral traits may far exceed the predictive capabilities of current Big Data or behavioral paradigms. Consumer genomic data account for around 50% of their behavioral traits. However, genomic data, a form of Big Data, can only practically and ethically be used on the blockchain, which provides the necessary trust, security, privacy, transparency and disintermediation. The authors use an indigenous theory development, an inductive realist approach to propose and support a theoretical framework to form the basis for future research on the Genomics Blockchain. Further, the authors describe a game-theoretic blueprint for the Genomics Blockchain that may help in the evolution of a blockchain-centric genomics marketplace that is likely to be a game-changer in enhancing the lives of people.

Instructor Biosketch: Dr. Erevelles is on the faculty of marketing at the Belk College of Business at the University of North Carolina at Charlotte. He served as Chair of the Department of Marketing from 2010-2018. Prior to that, he was on the faculty of Marketing and the Marketing Area Coordinator at the Anderson School of Management, University of California, Riverside. He received his PhD in business from The Ohio State University. His areas of specialty are the blockchain marketplace, genomics in marketing, innovation strategy and competitive advantage. His research has been published in various journals including the Journal of Consumer Research, the Journal of Business Research, the Journal of Advertising, the Journal of Personal Selling and Sales Management, Industrial Marketing Management, the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, the Journal of Marketing Management, and the Journal of Business Ethics.

Informatics Research Seminars