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Analyzing the Interaction of Industry 4.0 and Sustainable Global Marketing Channel Development with Necessary Condition Analysis: The Role of Inter-Organizational Trust

Author

Listed:
  • Matti Haverila

    (Marketing Department, Thompson Rivers University, Kamloops, BC V2C 0C8, Canada)

  • Jenny Carita Twyford

    (Alliance Manchester Business School, University of Manchester, Manchester M15 6PB, UK)

  • Hadi Zarea

    (Faculty of Administrative Sciences, University of Laval, Quebec, QC G1V 0A6, Canada)

Abstract

The purpose of this study is to examine the interaction between Industry 4.0 technologies, inter-organizational trust, sustainable distributor channel development, and marketing channel operational performance. The research employed a quantitative approach, collecting data from 131 respondents in Canadian and U.S. global firms with over 400 employees. The analysis utilized partial least squares structural equation modelling (PLS-SEM) and Necessary Condition Analysis (NCA). The study revealed that inter-organizational trust is both a significant determinant and a necessary condition for marketing channel operational performance. While Industry 4.0 technologies emerged as a significant determinant, they were not identified as a “must-have” necessary condition. Notably, distributor sustainability development proved to be an insignificant determinant, but still a “must-have” necessary condition for marketing channel operational performance. This study uniquely contributes to understanding Industry 4.0 and marketing channel dynamics by integrating inter-organizational trust analysis with NCA methodology. By identifying trust as a significant determinant and a “must-have necessary condition”, the research provides practical guidance for managers navigating technological adoption in global marketing channels. The findings challenge conventional assumptions about sustainable development while emphasizing trust’s crucial role in the digital age, offering valuable insights for achieving high marketing channel operational performance during the transformation to Industry 4.0.

Suggested Citation

  • Matti Haverila & Jenny Carita Twyford & Hadi Zarea, 2025. "Analyzing the Interaction of Industry 4.0 and Sustainable Global Marketing Channel Development with Necessary Condition Analysis: The Role of Inter-Organizational Trust," Sustainability, MDPI, vol. 17(6), pages 1-25, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2489-:d:1610485
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