Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F19%3A00006813" target="_blank" >RIV/46747885:24310/19:00006813 - isvavai.cz</a>

Result on the web

<a href="https://www.mdpi.com/2076-3417/9/18/3685/pdf" target="_blank" >https://www.mdpi.com/2076-3417/9/18/3685/pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3390/app9183685" target="_blank" >10.3390/app9183685</a>

Result language

angličtina

Original language name

Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Original language description

This paper discussed the marketing innovations associated with Industry 4.0 and the effects that these innovative approaches cause. The main aim of the research was to discover the relationship between marketing innovations and their effects. Knowledge of this relationship can be used for the strategic planning of industrial companies in practice. The research methodology consisted of pilot research followed by primary research in industrial enterprises. The data were evaluated by descriptive statistics, statistical hypothesis, and correlation analysis. Through the research, the authors identified the importance of 17 innovative marketing tools and the strength of the use of 11 effects resulting from the implementation of these tools. The authors identified the relationships between tools and their implications in Industry 4.0 where a correlation was demonstrated. A list of 11 strategic objectives was created and, subsequently, a specific marketing mix proposal for each objective consisting of innovative marketing tools was as well. The results of this work enable enterprises involved in Industry 4.0 to better plan.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50203 - Industrial relations

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

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

Name of the periodical

Applied Sciences (Switzerland)

ISSN

2076-3417

e-ISSN

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Volume of the periodical

9

Issue of the periodical within the volume

18

Country of publishing house

CH - SWITZERLAND

Number of pages

21

Pages from-to

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UT code for WoS article

000489115200045

EID of the result in the Scopus database

2-s2.0-85072377973