营销
背景(考古学)
产品(数学)
新产品开发
业务
市场调研
独创性
过程(计算)
市场营销策略
价值(数学)
产品营销
定量营销研究
市场营销管理
过程管理
营销投资回报率
计算机科学
定性研究
几何学
数学
古生物学
社会学
机器学习
操作系统
社会科学
生物
作者
Iara Franchi Arromba,Philip Stafford Martin,Robert Cooper Ordoñez,Rosley Anholon,Izabela Simon Rampasso,Luís Antonio de Santa-Eulalia,Vitor William Batista Martins,Osvaldo Luíz Gonçalves Quelhas
出处
期刊:Journal of Business & Industrial Marketing
[Emerald (MCB UP)]
日期:2020-09-23
卷期号:36 (3): 522-534
被引量:27
标识
DOI:10.1108/jbim-01-2020-0014
摘要
Purpose Product development process (PDP) in the context of Industry 4.0 may present several marketing implications. To understand these implications, the purpose of this study is to identify the benefits and difficulties of Industry 4.0 related to the PDP and its impact in marketing strategies and operations. Design/methodology/approach The methodology used to perform this research was a systematic literature review. For this, five steps were followed, namely, research question formulation; studies location; studies selection and evaluation; analysis and synthesis; and reporting and use research results. Findings The systematic literature review considering PDP in Industry 4.0 context resulted in 28 benefits and 14 difficulties, in a total of 53 articles. From the analysis of these benefits and difficulties, several implications for marketing were identified, namely, better understand customer preferences; greater agility in marketing decision-making; better align marketing, product development and operations processes issues; better understand product/service lifecycle; analyze possibilities of new ways of distribution and communication channels; better define the value of products and services and location requirements. Originality/value The findings presented here can be used both by market professionals, interested in the subject and by researchers for future studies. The better understanding of PDP in the context of Industry 4.0 can enhance marketing strategies for market professionals and provide insights for researchers. No similar studies were found in the literature.
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