The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00005602" target="_blank" >RIV/46747885:24310/18:00005602 - isvavai.cz</a>

Result on the web

<a href="http://www.cjournal.cz/" target="_blank" >http://www.cjournal.cz/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/joc.2018.02.09" target="_blank" >10.7441/joc.2018.02.09</a>

Result language

angličtina

Original language name

The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0

Original language description

Marketing innovation is identified as a search for creative and new solutions to problems and needs. For businesses to become more competitive and improving their performance, they must constantly develop new products as well as strategies. This paper is based on the research of areas of marketing in the context of Industry 4.0 and its impacts. The implications of digitization are the content of the research presented here. On the basis of the research, a pilot research was carried out among 50 enterprises that present themselves using Industry 4.0. A list of 15 basic tools of marketing innovation was compiled through an evaluation using the content analysis method. Eleven main impacts of marketing innovation which the respondents consider to be important were then generated. These impacts were described and subsequently evaluated using descriptive statistics methods, on the basis of which their importance was empirically verified. The impacts that businesses classed as being most important were: increasing the competitiveness of the company, increasing work productivity and changing the corporate culture. The results of the research showed that there are differences in how impacts are seen by SMEs and by large enterprises. The impacts are rated as most important by enterprises from the automotive industry with a European corporate culture. The research has empirically confirmed that businesses consider the greatest impact of innovative marketing in the context of Industry 4.0 to be the increase in enterprise competitiveness, which was the highest rated impact of the research. The paper has shed fresh light on our current understanding of innovation as a factor in competitiveness.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50201 - Economic Theory

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2018

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Competitiveness

ISSN

1804-171X

e-ISSN

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Volume of the periodical

10

Issue of the periodical within the volume

2

Country of publishing house

TD - CHAD

Number of pages

17

Pages from-to

132-148

UT code for WoS article

000437712800009

EID of the result in the Scopus database

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