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Industry 4.0 in the product development process: benefits, difficulties and its impact in marketing strategies and operations

Iara Franchi Arromba (School of Mechanical Engineering, University of Campinas, Campinas, Brazil)
Philip Stafford Martin (School of Mechanical Engineering, University of Campinas, Campinas, Brazil)
Robert Cooper Ordoñez (School of Mechanical Engineering, University of Campinas, Campinas, Brazil)
Rosley Anholon (School of Mechanical Engineering, University of Campinas, Campinas, Brazil)
Izabela Simon Rampasso (PNPD/CAPES Program, Doctoral Program in Sustainable Management Systems, Federal Fluminense University, Niterói, Brazil and School of Mechanical Engineering, University of Campinas, Campinas, Brazil)
Luis Antonio Santa-Eulalia (École de Gestion, Université de Sherbrooke, Sherbrooke, Canada)
Vitor William Batista Martins (School of Mechanical Engineering, University of Campinas, Campinas, Brazil and Department of Production Engineering, State University of Pará, Belém, Brazil)
Osvaldo Luiz Gonçalves Quelhas (Master Program in Management Systems and Doctoral Program in Sustainable Management Systems, Federal Fluminense University, Niterói, Brazil)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 23 September 2020

Issue publication date: 11 March 2021

Abstract

Purpose

Product development process (PDP) in the context of Industry 4.0 may present several marketing implications. To understand these implications, the purpose of this study is to identify the benefits and difficulties of Industry 4.0 related to the PDP and its impact in marketing strategies and operations.

Design/methodology/approach

The methodology used to perform this research was a systematic literature review. For this, five steps were followed, namely, research question formulation; studies location; studies selection and evaluation; analysis and synthesis; and reporting and use research results.

Findings

The systematic literature review considering PDP in Industry 4.0 context resulted in 28 benefits and 14 difficulties, in a total of 53 articles. From the analysis of these benefits and difficulties, several implications for marketing were identified, namely, better understand customer preferences; greater agility in marketing decision-making; better align marketing, product development and operations processes issues; better understand product/service lifecycle; analyze possibilities of new ways of distribution and communication channels; better define the value of products and services and location requirements.

Originality/value

The findings presented here can be used both by market professionals, interested in the subject and by researchers for future studies. The better understanding of PDP in the context of Industry 4.0 can enhance marketing strategies for market professionals and provide insights for researchers. No similar studies were found in the literature.

Keywords

Acknowledgements

This work was supported by Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) under Grants 307536/2018-1 and 305442/2018-0; and by Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Finance Code 001, under process 88887.464433/2019-00; Universidade do Estado do Pará (UEPA) under Grant 626/18.

Citation

Arromba, I.F., Martin, P.S., Cooper Ordoñez, R., Anholon, R., Rampasso, I.S., Santa-Eulalia, L.A., Martins, V.W.B. and Quelhas, O.L.G. (2021), "Industry 4.0 in the product development process: benefits, difficulties and its impact in marketing strategies and operations", Journal of Business & Industrial Marketing, Vol. 36 No. 3, pp. 522-534. https://doi.org/10.1108/JBIM-01-2020-0014

Publisher

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Emerald Publishing Limited

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