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Industry 4.0: the stragic role of marketing

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  • Marco Bettiol

    (Univeristy of Padova)

  • Mauro Capestro

    (University of Padova)

  • Eleonora Di Maria

    (Unviersity of Padova)

Abstract

A fourth industrial revolution is occurring in the global manufacturing system related to new technological solutions enabling new forms of production inside the firms as well as new relationships between the firm and its market. Manufacturing firms need to cope with the new industrial challenges in order to sustain their competitive advantages. The paper is an exploratory study about the adoption of the Industry 4.0 new technologies by the Italian manufacturing firms, Focusing on the central role that marketing has for the firm’s decision to adopt and in terms of results achieved. Based on a survey of about 650 Italian firms specializing in Made in Italy industries, the research analyze motivations for adopting and not adopting Industry 4.0 technologies and the strategic implications of adoption. The results highlight the relevant role of customers and marketing variables in terms of motivations about the decision to invest in the new technologies and the type of technologies adopted, both in B2C and in B2B markets. Marketing and theoretical implications, in addition to some research limitations and directions for the future research are presented.

Suggested Citation

  • Marco Bettiol & Mauro Capestro & Eleonora Di Maria, 2017. "Industry 4.0: the stragic role of marketing," "Marco Fanno" Working Papers 0213, Dipartimento di Scienze Economiche "Marco Fanno".
    • Handle: RePEc:pad:wpaper:0213
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    References listed on IDEAS

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    1. Berman, Barry, 2012. "3-D printing: The new industrial revolution," Business Horizons, Elsevier, vol. 55(2), pages 155-162.
    2. Matteo Lucchese & Leopoldo Nascia & Mario Pianta, 2016. "Industrial policy and technology in Italy," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 43(3), pages 233-260, September.
    3. Weller, Christian & Kleer, Robin & Piller, Frank T., 2015. "Economic implications of 3D printing: Market structure models in light of additive manufacturing revisited," International Journal of Production Economics, Elsevier, vol. 164(C), pages 43-56.
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