GIUV2023-597
The Mk & M 4.0 group is made up of a multidisciplinary team of researchers belonging to the Marketing and Market Research area and the Business Management area of the University of Valencia. The group develops activities in line with thematic and methodological innovation in both Marketing and Business Management, aiming to contribute to the theoretical body of both areas as well as the transfer of this knowledge to the corresponding companies and organisations. The group's work seeks to respond to current problems as well as identify new research gaps arising from the fourth industrial revolution that has changed the way companies operate. Industry 4.0 is characterised by the emergence of new technologies and affects not only all companies and sectors but also society. It can already be seen in the way things are done, in how customers interact with them and the experiences they expect to have while interacting with companies. In addition to all these changes is the need to acquire new skills and take on new roles regarding the workforce. Marketing 4.0 involves the reinvention of the world of marketing, the inclusion of digital channels, data, omnichannel and the aim of creating...The Mk & M 4.0 group is made up of a multidisciplinary team of researchers belonging to the Marketing and Market Research area and the Business Management area of the University of Valencia. The group develops activities in line with thematic and methodological innovation in both Marketing and Business Management, aiming to contribute to the theoretical body of both areas as well as the transfer of this knowledge to the corresponding companies and organisations. The group's work seeks to respond to current problems as well as identify new research gaps arising from the fourth industrial revolution that has changed the way companies operate. Industry 4.0 is characterised by the emergence of new technologies and affects not only all companies and sectors but also society. It can already be seen in the way things are done, in how customers interact with them and the experiences they expect to have while interacting with companies. In addition to all these changes is the need to acquire new skills and take on new roles regarding the workforce. Marketing 4.0 involves the reinvention of the world of marketing, the inclusion of digital channels, data, omnichannel and the aim of creating lasting and multidirectional relationships with customers and brands. Industry 5.0 is another step forward, strengthening the role and contribution of industry in society and placing the well-being of workers at the centre of the production process. This means more sustainable, human-centred and resilient industry. That is, it reflects a shift in focus from economic value to social value. From a marketing point of view, living together, values, sustainability and innovation become relevant. Starting from the more traditional work by the team, such as consumer behaviour, value creation and branding, distribution, new technologies, distinctive skills and the workforce, we will aim to face these new challenges. The group's experience is supported by its members' participation in different R&D projects funded by public calls, multiple contributions to conferences, articles published in prestigious journals, leading seminars and the seven awards received for the research quality of their work.
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- General: Estudiar dominios preferentes en Marketing y Direccion de Empresas en el nuevo contexto de la industria
- Conceptuales: Generar marcos teoricos de aplicacion practica en el mundo empresarial
- Metodologicos: aplicar nuevas metodologias a los campos del marketing y la direccion de empresas. Transmitir los conocimientos adquiridos al respecto.
- Investigar los efectos de las nuevas revoluciones industriales
- Consumer Behaviour (retailers.Analysis of individual characteristics that affect purchase decisions in commerce and the changes derived from technological advances. The concepts analysed are mainly brand value, brand and price awareness, perceived quality, omnichannel, e-wom and e-commerce.
- Entrepreneurship and work-life balance.The reconciliation policies applied by companies are studied from a gender perspective, taking into consideration technological changes. Some of the variables studied are work-family balance, entrepreneurship, employee satisfaction, productivity and teleworking efficiency.
- Distinctive skills in the organization.Analysis and study of the distinctive competences that organisations may hold and that can be a source of competitive advantage. Mangerial, organizational and marketing competences are studied, as well as their relationship with business results and innovation.
| Name | Nature of participation | Entity | Description |
|---|---|---|---|
| EVA MARIA CAPLLIURE GINER | Director | Universitat de València | |
| Research team | |||
| MARIA JOSE MIQUEL ROMERO | Collaborator | Universitat de València | |
| SONIA CRUZ ROS | Collaborator | Universitat de València | |
| CONSOLACION ADAME SANCHEZ | Collaborator | Universitat de València | |
| CARMEN PEREZ CABAÑERO | Collaborator | Universitat de València | |
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- comportamiento del consumidor; nuevas tecnologías; distribución; omnicanalidad; e-commerce; marcas
- conciliación vida familiar-trabajo; emprendimiento; satisfacción del empleado; productividad; teletrabajo; eficiencia
- competencias distintivas; ventaja competitiva; innovación; sostenibilidad
