The impact of digitalization on marketing activities in manufacturing companies

IF 3.8 Q2 MANAGEMENT TQM Journal Pub Date : 2023-04-03 DOI:10.1108/tqm-11-2022-0329
Emanuela Conti, F. Camillo, T. Pencarelli
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Abstract

PurposeThe purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.Design/methodology/approachA research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.FindingsThe analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.Research limitations/implicationsThe small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.Practical implicationsThe study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.Originality/valueBy focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.
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数字化对制造企业营销活动的影响
目的本文旨在从创业的角度研究数字化对制造业企业信息、战略和运营营销活动的影响。设计/方法/方法采用问卷调查法对205家意大利制造企业进行了研究。采用层次聚类分析方法进行了探索性研究。结果分析显示,从创业的角度来看,存在七个制造业公司集群,它们因数字化对营销活动的影响而不同。这两个集群对数字化有很大的积极影响,主要是在信息和战略营销活动方面。两个集群的特点是数字化的积极影响较低,三个集群的数字化水平中等。此外,这些集群在数字化对客户价值的影响方面也有所不同。研究局限性/含义样本规模小和公司的地理来源意味着可推广性有限;因此,建议对该主题进行进一步研究。实践意义研究表明,公司应该将许多关键的营销活动数字化,以提高营销效率和客户价值。为了实现高水平的数字化,从而提高竞争力,制造企业应该考虑相关技术和技能的重要性。独创性/价值通过关注数字化对信息营销、战略营销和运营营销的影响(尚未进行实证调查),本研究从企业家的角度揭示了数字时代营销过程中的许多新要素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
TQM Journal
TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍: Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.
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