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International Entrepreneurship and Management Journal

15.03.2024

Tech and grow! Unraveling the interplay between industry 4.0 technologies and supply chain performance: marketing strategy alignment as a moderator

verfasst von: Shafique Ur Rehman, Stefano Bresciani, Qingyu Zhang, Bernardo Bertoldi

Erschienen in: International Entrepreneurship and Management Journal

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Abstract

This research observes the relationship between industry 4.0 technologies (i.e., Internet of Things or IoT, machine learning, blockchain technology, and big data) and supply chain performance (SCP) with the mediating role of technological intensity in manufacturing firms using a resource-based view (RBV). Marketing strategy alignment is used as a moderator between technological intensity and SCP. The PLS-SEM is used, and 340 responses are used for the final analysis, collected using a simple random sampling technique. Multiple regressions were used to test hypotheses. IoT, blockchain technology, and technological intensity improve SCP. In contrast, machine learning and big data do not directly influence SCP. IoT, machine learning, big data, and blockchain technology significantly determine technological intensity. Besides, technological intensity significantly mediates industry 4.0 technologies and SCP. Finally, marketing strategy alignment strengthens the relationship between technological intensity and SCP. This research recommends that management implement industry 4.0 technologies, technological intensity, and marketing strategy alignment to improve SCP. This initial research examines industry 4.0 technologies, technological intensity, and marketing strategy alignment influence on SCP by using RBV.

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Titel: Tech and grow! Unraveling the interplay between industry 4.0 technologies and supply chain performance: marketing strategy alignment as a moderator
verfasst von: Shafique Ur Rehman
Stefano Bresciani
Qingyu Zhang
Bernardo Bertoldi
Publikationsdatum: 15.03.2024
Verlag: Springer US
Erschienen in: International Entrepreneurship and Management Journal
Print ISSN: 1554-7191
Elektronische ISSN: 1555-1938
DOI: https://doi.org/10.1007/s11365-024-00957-7

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