Product details

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Abstract

The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and NetLogo software, illustrate the efficacies of push and pull marketing strategies at the individual customer level. Specifically, they demonstrate the possibilities of market failure due to excessive pushing and consumer community formation.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Industry:
Other setting(s):
2021

About

Abstract

The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and NetLogo software, illustrate the efficacies of push and pull marketing strategies at the individual customer level. Specifically, they demonstrate the possibilities of market failure due to excessive pushing and consumer community formation.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Industry:
Other setting(s):
2021

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