Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Marketing Innovations in Industry 4.0 and Their Impacts on Current Enterprises

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50203 - Industrial relations

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

Applied Sciences (Switzerland)

ISSN

2076-3417

e-ISSN

—

Svazek periodika

9

Číslo periodika v rámci svazku

18

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

21

Strana od-do

—

Kód UT WoS článku

000489115200045

EID výsledku v databázi Scopus

2-s2.0-85072377973