Shafique Ur Rehman, Stefano Bresciani, Qingyu Zhang, Bernardo Bertoldi
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Tech and grow! Unraveling the interplay between industry 4.0 technologies and supply chain performance: marketing strategy alignment as a moderator
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.
期刊介绍：
The International Entrepreneurship and Management Journal (IEMJ) publishes high quality manuscripts dealing with entrepreneurship, broadly defined, and the management of entrepreneurial organizations. The journal will expand the study of entrepreneurship and management by publishing innovative articles based on different perspectives using a variety of methodological approaches and showing the practical implications of the research for its readership. IEMJ is unique; providing a multi-disciplinary forum for researchers, scholars, consultants, entrepreneurs, businessmen, managers and practitioners in the field of entrepreneurship. The journal covers the relationship between management and entrepreneurship including both conceptual and empirical papers, leading to an improvement in the understanding of international entrepreneurial perspectives of the organisations concerned. Entrepreneurial studies are important in creating new economic activity that in turn increases innovation, employment, economic wealth and growth. The journal focuses on the diverse and complex characteristics of entrepreneurship in SMEs and large companies in local, regional, national or international markets that lead to competitiveness in the face of the effects of globalization. Though preference will be given to manuscripts that are international in scope, papers focused on domestic contexts and issues are welcome also, in order to facilitate the sharing of knowledge and potential generalizability of findings worldwide. IEMJ will publish original papers which contribute to the advancement of the field of entrepreneurship and the interface between management and entrepreneurship, as well as articles on business corporate strategy and government economic policy. On occasions, the journal will also feature case studies of successful firms or other cases having important practical implications. The journal places great emphasis on the quality of the papers it publishes. Submission of a paper will imply that it contains original unpublished work and is not being submitted for publication elsewhere. Officially cited as: Int Entrep Manag J
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