EFFECTS OF INDUSTRY 4.0 ON MARKETING STRATEGIES, AN APPLICATION ON TURKISH AUTOMOBILE INDUSTRY: A RESEARCH AMONG AUTO EXECUTIVES IN TURKEY

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dc.contributor.authorHasmet, Mehmet Korhan
dc.contributor.authorFerman, Ali Murat
dc.date.accessioned2025-03-09T18:06:21Z
dc.date.available2025-03-09T18:06:21Z
dc.date.issued2020
dc.departmentBeykent Üniversitesi
dc.description.abstractPurpose - The study investigates the effects of Industry 4.0 on automobile marketing strategy in Turkey. It attempts to show whether a significant relationship among Industry 4.0 and market growth and cost reduction of auto brands in Turkey via IoT (Internet of Things). Methodology – The study employed 37 automobile brands as sample from Turkey. 61 participants have responded the questionnaire. The research method utilized in the study was analyzed by sampling using the questionnaire as a data collection tool. Findings - First, supported a summary of Industry 4.0 and auto marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply. The usage rate of digital channels has increased positively in automobile marketing strategies. Third, the usage rate of one-to-one marketing has increased positively in automobile marketing. And, the number of dealerships has affected negatively such a way that transforming sales points to delivery points. It is understood that government policies and sales points have a significant effect on market size. Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in the enlightening of Industry 4.0. First, supported a summary of Industry 4.0 and automobile marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply.
dc.identifier.doi10.17261/Pressacademia.2020.1298
dc.identifier.endpage231
dc.identifier.issn2146-7943
dc.identifier.issue3
dc.identifier.startpage223
dc.identifier.urihttps://doi.org/10.17261/Pressacademia.2020.1298
dc.identifier.urihttps://hdl.handle.net/20.500.12662/5015
dc.identifier.volume9
dc.language.isoen
dc.publisherPressAcademia
dc.relation.ispartofJournal of Business Economics and Finance
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_DergiPark_20250309
dc.subjectIndustry 4.0
dc.subjectmarketing strategies
dc.subjectautomobile marketing
dc.subjectIoT
dc.subjectauto brands
dc.titleEFFECTS OF INDUSTRY 4.0 ON MARKETING STRATEGIES, AN APPLICATION ON TURKISH AUTOMOBILE INDUSTRY: A RESEARCH AMONG AUTO EXECUTIVES IN TURKEY
dc.typeArticle

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