Digital transformation of traditional marketing business model in new industry era

Abstract

Purpose

Impact of the digitalization on the production and service sector is a highly popular topic in these days and especially, new business models receive increasingly more attention. Under the light of digitalization, the Fourth Industrial Revolution, so-called Industry 4.0, and its impacts on all kinds of process is a promising topic in the academia and also beneficial for the practitioners. Since there are arguments from scholars that Industry 4.0 has an important and shaping effect on marketing, the concept of 7P's in marketing should be incorporated in Industry 4.0 elements. From this point of view, this study focuses on developing the understanding of 7P's based on contemporary perspectives of Industry 4.0.

Design/methodology/approach

In order to do that, different criteria related to integration of Industry 4.0 and marketing practices under each marketing-mix element are presented and one of the multi-criteria decision-making (MCDM) methods, the best–worst method (BWM) is used to prioritize the criteria for future implications.

Findings

Results indicated that product, process and physical evidence are the most affected marketing-mix factors by considering Industry 4.0. managerial implications which were also presented based on the numerical results.

Originality/value

An in-depth analysis of literature review related to Industry 4.0 revealed that changing and developing technologies are examined in detail mostly around a production perspective. In order to fulfill the gap in the knowledge, this study focuses on the examination of impacts of Industry 4.0 on the marketing-mix strategy. To the best of the authors’ knowledge, this is the first study which merges Industry 4.0 with the marketing mix.

Citation

Caliskan, A., Özkan Özen, Y.D. and Ozturkoglu, Y. (2021), "Digital transformation of traditional marketing business model in new industry era", Journal of Enterprise Information Management, Vol. 34 No. 4, pp. 1252-1273. https://doi.org/10.1108/JEIM-02-2020-0084