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Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda
Version 1
: Received: 21 March 2022 / Approved: 24 March 2022 / Online: 24 March 2022 (07:54:11 CET)
A peer-reviewed article of this Preprint also exists.
Rosário, A.T.; Dias, J.C. Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda. J. Sens. Actuator Netw. 2022, 11, 30. Rosário, A.T.; Dias, J.C. Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda. J. Sens. Actuator Netw. 2022, 11, 30.
Abstract
Industry 4.0 or the Fourth Industrial Revolution is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers' current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on industry 4.0 and marketing. Therefore, a systematic literature review was conducted based on SCOPUS indexing online database of scientific articles, the most important peer-reviewed peer in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations on, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity.
Keywords
industry 4.0; marketing
Subject
Business, Economics and Management, Business and Management
Copyright: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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