Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany

Müller, Julian M.; Pommeranz, Benjamin; Weisser, Julia; Voigt, Kai‐Ingo

doi:10.1016/j.indmarman.2018.01.033

Cited by 80 publications

(66 citation statements)

References 88 publications

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“…In this regard, industrial manufacturers have to ensure that their existing customers value their efforts regarding Industry 4.0 in order to not be drawn into niche segments where system suppliers or platform providers get the most out of revenues. Accordingly, the communication of new product capabilities and the overall B2B marketing strategy has to be adapted [7,94].…”

Section: Discussion and Risk Frameworkmentioning

confidence: 99%

Development of a Risk Framework for Industry 4.0 in the Context of Sustainability for Established Manufacturers

et al. 2019

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The concept of "Industry 4.0" is expected to bring a multitude of benefits for industrial value creation. However, the associated risks hamper its implementation and lack a comprehensive overview. In response, the paper proposes a framework of risks in the context of Industry 4.0 that is related to the Triple Bottom Line of sustainability. The framework is developed from a literature review, as well as from 14 in-depth expert interviews. With respect to economic risks, the risks that are associated with high or false investments are outlined, as well as the threatened business models and increased competition from new market entrants. From an ecological perspective, the increased waste and energy consumption, as well as possible ecological risks related to the concept "lot size one", are described. From a social perspective, the job losses, risks associated with organizational transformation, and employee requalification, as well as internal resistance, are among the aspects that are considered. Additionally, risks can be associated with technical risks, e.g., technical integration, information technology (IT)-related risks such as data security, and legal and political risks, such as for instance unsolved legal clarity in terms of data possession. Conclusively, the paper discusses the framework with the extant literature, proposes managerial and theoretical implications, and suggests avenues for future research.

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Section: Discussion and Risk Frameworkmentioning

confidence: 99%

Development of a Risk Framework for Industry 4.0 in the Context of Sustainability for Established Manufacturers

et al. 2019

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“…In Industry 4.0, a joint development of software and hardware through an open source concept is conceivable. For this, a closer communication between customer and supplier is expected via new, digital communication channels [36]. The extent to which this concept will spread in German-speaking countries is still unclear [37].…”

Section: Open Sourcementioning

confidence: 99%

“…The extent to which this concept will spread in German-speaking countries is still unclear [37]. For instance, Martinez et al [36] show an application example that improves product development and prototyping via open development on an Industrial Internet platform, a concept that is described in the subsequent section.…”

Section: Open Sourcementioning

confidence: 99%

Business Model Innovation of Industry 4.0 Solution Providers Towards Customer Process Innovation

Müller

Däschle

2018

Processes

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The article investigates the role of business model innovation by Industry 4.0 solution providers and their impact on process innovation of their customers. Industry 4.0 solution providers are hereby seen as the enablers and providers of Industry 4.0 technologies, which provide access to several potentials of Industry 4.0 technologies to their customers. In particular, the role of small and medium-sized enterprises (SMEs) that provide solutions that are based on Industry 4.0 technologies for their customers are investigated, which in turn can improve and innovate their own processes. Frist, the article presents an overview of the current state of research and a brief theoretical background. Second, the article bases its findings on an empirical study of 111 Industry 4.0 providers from Germany that are SMEs. Analyzing the results of questionnaires, correlations between Industry 4.0 solutions and two perspectives are examined: benefits for the solution providers and benefits for process improvements and innovations of the customers. Subsequently, the article discusses these findings, closing the article with both managerial and research implications.

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“…Whereas companies in the information technology sector have been developing such platforms for years [5], industrial companies are still significantly less active on this path [8,9]. It remains unclear which potentials digital platforms imply for the industrial sector, as developments unfolding in business to consumer (B2C) markets might have different effects in the business to business (B2B) context [10]. Further, there are challenges caused by remaining questions, for instance, data ownership, management and control of platforms, and relationships between the entities [11].…”

Section: Introduction and Problem Outlinementioning

confidence: 99%

“…So far, most academic studies so far almost exclusively examine platforms of non-industrial contexts, neglecting digital platforms in industrial contexts and their potential and challenges respectively [13,14]. In response, research calls for studies that complement the findings of digital platforms in a B2C context [3,10,12].…”

Section: Introduction and Problem Outlinementioning

confidence: 99%

Antecedents to Digital Platform Usage in Industry 4.0 by Established Manufacturers

Müller

2019

Sustainability

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Digital platforms are expected to have the potential for a multitude of purposes forindustrial enterprises, for instance when integrated within the concept of Industry 4.0. Despite itsrelevance for industrial value creation, little research on platforms in the industrial context hasbeen undertaken so far. Owing to the lack of research in this field, the paper aims to investigate thepotentials and challenges of digital platforms in order to generate an understanding of theantecedents to the use of digital platforms by established manufacturers. In thequalitative-exploratory study, the paper uses a qualitative empirical research approach, relying onin-depth expert interviews. The sample comprises interviews with managers of 102 German andAustrian industrial enterprises from several industrial sectors. All of the enterprises regarded havepractical experiences with digital platforms. The results show that the main potentials of digitalplatforms are reducing transaction costs, combining strengths of enterprises, and realizingeconomies of scale as well as economies of scope. Yet, digital platforms bring challenges, such as alack of trust, competitive thinking, high coordination efforts, and loss of confidential information.The paper further distinguishes between various industry sectors revealing interesting differences.Based on the results, the paper indicates possibilities for future research and provides corporatepractice with implications.

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Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany

Cited by 80 publications

References 88 publications

Development of a Risk Framework for Industry 4.0 in the Context of Sustainability for Established Manufacturers

Development of a Risk Framework for Industry 4.0 in the Context of Sustainability for Established Manufacturers

Business Model Innovation of Industry 4.0 Solution Providers Towards Customer Process Innovation

Antecedents to Digital Platform Usage in Industry 4.0 by Established Manufacturers

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