Digital transformation of traditional marketing business model in new industry era

Executives' IT background and corporate digital technology innovation: Evidence from Chinese microenterprises

This study examines how executives' IT backgrounds affect corporate digital technology innovation, using panel data from listed companies between 2011 and 2021. Findings indicate that executives' IT backgrounds significantly enhance corporate digital technology innovation, particularly in digital technology invention patents, where the effect is especially pronounced, and the results are robust. Mechanistic analysis suggests managerial myopia and executives' attention to digital technology are key factors that allow executives' IT backgrounds to promote corporate digital technology innovation. Further analysis shows executives' IT backgrounds have a greater promotional effect on digital technology innovation in state-owned enterprises, non-IT sectors, firms with influential executives, and organizations with long-serving executives. Economic analysis reveals that executives' IT backgrounds can improve corporate financial performance by enhancing digital technology innovation. This paper highlights the importance of executive IT human capital and provides insights into government and corporate talent recruitment policies.

Digital transformation and marketing: a systematic and thematic literature review

This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. Concerning the micro-themes, findings show how they have mainly studied from the customer and business processes’ perspectives, thus identifying an interesting research gap related to the analysis of the DT-marketing phenomenon from the employees’ standpoint. Based on these results, the paper derives a research agenda by also providing theoretical and managerial implications. Theoretically, it is the first systematic and thematic review focused on DT and marketing. In particular, it analyses this binomial from a broad and comprehensive perspective, thus offering a synergistic framework of the existing literature, which allows an inclusive vision and understanding about the phenomenon. At the managerial level, the paper could help organizations to enhance their awareness about marketing areas and processes that could better benefit from digitalization, thus driving the overall transition of firms towards DT.

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Industry 4.0, or the Fourth Industrial Revolution, is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing, and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers’ current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought about by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes which are most important for future research on Industry 4.0 and marketing. Therefore, a Systematic Bibliometric Literature Review was conducted based on the SCOPUS indexing online database of scientific articles, the most important peer-reviewed journal database in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations in, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity. Future research should focus on the quantitative study of these five principles.

Factors Influencing Watching and Purchase Intentions on Live Streaming Platforms: From a 7Ps Marketing Mix Perspective

Previous studies have investigated how customer purchase intention is influenced by live streaming. However, no study has investigated the effect of service marketing mix (7Ps) on consumer shopping behavior from sellers’ perspectives. The present study is designed to shed light on the relationships among the 7Ps and the customers’ purchase intention through watching the broadcasters’ show. An integrative marketing-oriented model is proposed and tested using data collected from 330 customers (including 237 shoppers for apparel and 93 customers for seafood) through Facebook live shopping platforms. The research results reveal that promotion, placement, and physical evidence have positive effects on customers’ purchase intention. In addition, the watching intention had a positive effect on purchase intention. It is also found that watching intention has a full mediation effect on the relationship between the 7Ps marketing mix and the purchase intention. The implications of the findings and issues for future research are also discussed.

Industry 4.0: technology spillover impact on digital manufacturing industry

Purpose

Under the guidance of the concept of openness and development, the paper grasps the mechanism of technology spillover in developed countries and analyzes how to better absorb advanced manufacturing technology based on empirical analysis so as to point out the path for the transformation and development of China’s digital manufacturing industry.

Design/methodology/approach

The paper constructs the panel data model and further analyzes the impact of international technology spillovers on the transformation and development of the digital manufacturing industry.

Findings

This paper measures the level of technology spillover in the Yangtze River Delta region and finds that foreign direct investment (FDI) technology spillover and import trade technology spillover among four provinces and cities show a growth trend from 2010 to 2017. But after 2017, there is a certain degree of decline.

Originality/value

With the advent of industry 4.0, the digital manufacturing industry of all countries in the world is developing with a new attitude, the global technology spillover methods are diverse and the spillover channels have changed greatly, which will affect the transformation and upgrading of China's digital manufacturing industry.