Industry 5.0: Transforming marketing as we know it

Chatterjee, Prabirendra ORCID: https://orcid.org/0000-0003-4639-0473 and van Dun, Desirée H. 2024. Industry 5.0: Transforming marketing as we know it. Peattie, Ken, De Angelis, Roberta, Koenig-Lewis, Nicole and Strong, Carolyn, eds. The Routledge Companion to Marketing and Sustainability, Routledge, Item availability restricted.

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Abstract

As has become apparent in recent years, our society is changing rapidly due to the rise of advanced technologies. Where once social media was perceived as shaking up the domain of marketing widespread digitalization, hyper-customization, and transformational innovations such as generative artificial intelligence are currently reshaping, not just marketing, but entire industries and societies across the world. Organizations have become curious to explore the new vistas opened up by the (concurrent) adoption of these advanced technologies, with major impacts on how we live and work. This chapter examines the unfolding of a new industrial revolution, identified by the European Commission as ‘Industry 5.0’, and how this has the potential to completely transform marketing as we currently know it. After offering an initial overview of what this fifth industrial revolution constitutes, the chapter explores marketing’s technological evolution, the role of sustainability in, and humanistic approaches to, marketing. In the final sections we reflect on the implications these developments have on the role of the marketer and sketch out a research agenda to explore future novel pathways advancing research in marketing.

Item Type:	Book Section
Date Type:	Publication
Status:	In Press
Schools:	Business (Including Economics)
Publisher:	Routledge
ISBN:	9781032535043
Date of First Compliant Deposit:	26 November 2024
Last Modified:	26 Nov 2024 11:51
URI:	https://orca.cardiff.ac.uk/id/eprint/172666

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