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Embracing the fourth industrial revolution: navigating challenges and leveraging opportunities in marketing and management – case study Nokia Poland

Malara Zbigniew, Ziaeian Yasmin

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 195

395--411

Purpose: The primary objective of this paper is to examine the transformative effects of the Fourth Industrial Revolution (Industry 4.0) on marketing and management practices, using Nokia Poland as a case study. The research aims to understand how Industry 4.0 technologies can be leveraged to navigate challenges and capitalize on new opportunities within the telecommunications sector and beyond. Design/methodology/approach: The research adopts a qualitative case study approach, focusing on Nokia Poland to explore the application and impact of Industry 4.0 technologies in a real-world corporate setting. Data collection methods include semi-structured interviews with key Nokia Poland executives, analysis of company documents, and review of relevant literature on Industry 4.0. The study is framed within the broader theoretical context of digital transformation and innovation management. Findings: The results show that Nokia Poland has effectively incorporated Industry 4.0 technologies to boost effectiveness introduce product solutions and enhance customer interaction. Essential technologies such as the Internet of Things (IoT) artificial intelligence (AI), and digital twins have enabled faster. The study emphasizes the role of embracing a strategy for digital transformation that involves cultural shifts, skill enhancement, and collaboration, within the ecosystem. Research limitations/implications: The study scope is restricted to examining a telecommunications company potentially overlooking the experiences and approaches prevalent in other sectors. To gain an understanding of Industry 4.0 adoption future research should explore comparative analyses spanning various industries and regions. Additionally, the study highlights the importance of exploration in the changing landscape of technologies and their impact on businesses. Practical implications: The findings of this research provide advice for businesses starting their Industry 4.0 transformation. Suggestions involve creating a defined plan allocating resources to skills and technology and fostering collaborations in the innovation network. Additionally, the paper explores the business and marketing framework of Industry 4.0, highlighting opportunities for increased competitiveness and expansion in the market. Social implications: The research suggests that Industry 4.0 has significant implications for workforce development, requiring upskilling and reskilling initiatives to prepare employees for new digital roles. Additionally, the paper considers the potential of Industry 4.0 technologies to drive sustainable business practices and contribute to societal well-being through improved product quality and accessibility. Originality/value: This paper contributes to the existing literature by providing an in-depth case study of Industry 4.0 implementation in a leading multinational company. It offers practical insights and strategies for managing digital transformation, with a particular emphasis on the value of integrating advanced technologies in marketing and management.