Digital Manufacturing: New Challenges for Marketing and Business Models
DOI:
https://doi.org/10.21638/11701/spbu18.2017.408Abstract
This paper is aimed at identifying the role of digital manufacturing in changes of marketing activities of industrial companies from the point of view of a business management system. Authors define and conceptualize the notion of “digital manufacturing”. Research design is based on the Deloitte Company methodology based on value creation approach. Customers, product, economics of production, and value chain are essential methodology parameters. Our analysis shows that implementation of digital manufacturing will necessarily significantly change entire business model and marketing activity of the company. The main drivers of this process are building and maintaining relationship with customers and new opportunities related to product design and production. Interaction with customers without intermediaries, customers’ involvement in the processes of new products development, new technical possibilities of creating personalized product-service solution are main changes in marketing activities caused by the implementation of digital manufacturing at the company.
Keywords:
digital manufacturing, marketing, business model
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Published
2017-12-28
How to Cite
Daviy, A. O., Paklina, S. N., & Prokofyeva, A. S. (2017). Digital Manufacturing: New Challenges for Marketing and Business Models. Russian Management Journal, 15(4), 537–552. https://doi.org/10.21638/11701/spbu18.2017.408
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Special Section: BRICS, Global Business & Innovation
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Articles of the Russian Management Journal are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.
