In this study, we explored the contingency effects of digital servitization enabled by Industry 4.0 technologies and sustainability from the perspective of businessto-business marketing relationships. Our in-depth analysis of an Italian company showed the extent to which digital servitization can improve customers’ sustainability profiles and could be a lever to address the servitization paradox. However, to capture this sustainability value, companies must transform their supplier–customer relationships. Customer relationship management emerged as a critical element in this sense, especially when highly innovative services were offered.
Exploring the crossroads between digital servitization and sustainability from a business marketing perspective
Tabacco, Raffaella;Chiarvesio, Maria
;Romanello, Rubina
2024-01-01
Abstract
In this study, we explored the contingency effects of digital servitization enabled by Industry 4.0 technologies and sustainability from the perspective of businessto-business marketing relationships. Our in-depth analysis of an Italian company showed the extent to which digital servitization can improve customers’ sustainability profiles and could be a lever to address the servitization paradox. However, to capture this sustainability value, companies must transform their supplier–customer relationships. Customer relationship management emerged as a critical element in this sense, especially when highly innovative services were offered.Pubblicazioni consigliate
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