Economic asymmetries and the new “markets of tomorrow”

This article investigates the differences between the ongoing digital advancements in the market-based society and the future market-technology society in the Fourth Industrial Revolution. This article explores the “markets of tomorrow” that embody the production capacity limits of technological progress to respond to socio and economic transformations amid viral threats, digitalization, and sustainable growth development. Examining the digital economy and technological advancement in developed and developing countries is being conducted. Generally, three key factors play a significant role in determining business strategy and development. These are the threat of viral infections, the process of digitalization, and the need for sustainable development. Our findings show that socio-institutional innovations are present in the current landscape and play a role in guiding suggestions for managing these markets, considering their unique characteristics. The novelty of this article is analyzing the digital divide as a new form of global asymmetry. This is particularly important when there is a growing emphasis on polarization and power relations, especially under the conditions of digital competition in new markets of tomorrow, which the Fourth Industrial Revolution has predetermined. © 2023 ERP Environment and John Wiley & Sons Ltd.