Exploring the crossroads between digital servitization and sustainability from a business marketing perspective

Raffaella Tabacco, Maria Chiarvesio () and Rubina Romanello
Additional contact information
Raffaella Tabacco: University of Udine
Maria Chiarvesio: University of Udine
Rubina Romanello: University of Trieste

Italian Journal of Marketing, 2024, vol. 2024, issue 2, No 5, 225-243

Abstract: Abstract In this study, we explored the contingency effects of digital servitization enabled by Industry 4.0 technologies and sustainability from the perspective of business-to-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.

Keywords: Industry 4.0; Artificial intelligence; Internet of things; Servitization; Sustainability; Business relationships (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s43039-024-00091-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:ijmark:v:2024:y:2024:i:2:d:10.1007_s43039-024-00091-w

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43039

DOI: 10.1007/s43039-024-00091-w

Access Statistics for this article

Italian Journal of Marketing is currently edited by Daniele Dalli

More articles in Italian Journal of Marketing from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().