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

Author

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  • Raffaella Tabacco

    (University of Udine)

  • Maria Chiarvesio

    (University of Udine)

  • Rubina Romanello

    (University of Trieste)

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.

Suggested Citation

  • Raffaella Tabacco & Maria Chiarvesio & Rubina Romanello, 2024. "Exploring the crossroads between digital servitization and sustainability from a business marketing perspective," Italian Journal of Marketing, Springer, vol. 2024(2), pages 225-243, June.
    • Handle: RePEc:spr:ijmark:v:2024:y:2024:i:2:d:10.1007_s43039-024-00091-w
    DOI: 10.1007/s43039-024-00091-w
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    References listed on IDEAS

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    Cited by:

    1. Małgorzata Kołodziejczak, 2025. "Comparative Analysis of Servitization in European Union Countries Using Hellwig’s Synthetic Measure of Development," Sustainability, MDPI, vol. 17(4), pages 1-22, February.

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