Review
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ENDÜSTRİ 5.0 DÖNEMİNDE PAZARLAMAYA DAİR GENEL BİR BAKIŞ

Year 2022, Volume: 4 Issue: 1, 111 - 138, 28.02.2022

Yasemin Zengin Rabia Betül Zengin

Abstract

Sosyal 5.0 ve 5. Sanayi Devrimi insan odaklı yaklaşımla önceki dönemlerden farklı bir bakış açısına sahiptir. Bu süreçte çevre, sürdürülebilirlik ve yapay zekanın yoğun bir şekilde kullanımı gibi temel unsurlar dikkat çekmektedir. Pazarlama 5.0 ise, pazarlamanın daha önce geçtiği evrelerden gelişen teknoloji ile ayrışmaktadır. Çalışmada son dönemde, daha henüz incelenmeye başlanan bu yeni kavramların pazarlama faaliyetleri ile ilişkili neler sunabileceği üzerine bir genel değerlendirme yapılmaktadır. Her üç kavram irdelenmiş ve pazarlama üzerine dört çıkarım belirlenmiştir. Buna göre önümüzdeki süreçte kişiselleştirme, yeşil ürün ve yeşil pazarlama, pazarlama ilişkilerinde yapay zeka sistemleri ve pazarlama iletişimi konularındaki uygulamalara dair gelişmelerin yönü hakkında saptamalara yer verilmiştir. Endüstri 5.0 döneminde aşırı kişiselleştirilmiş ürünler, sürdürülebilirlik merkezli ve çevre dostu akıllı ürünler ile yeşil pazarlama uygulamalarında artış, yapay zeka sistemleri kullanımının yaygınlaşmasıyla pazarlamada yeni ilişki türleri ve pazarlama iletişimi faaliyetlerinde insan ile teknolojiyi birleştiren unsurların öne çıkacağı değerlendirilmiştir.

Keywords

Endüstri 5.0 Pazarlama 5.0 Sosyal 5.0 Kişiselleştirme Yapay Zeka Sistemleri Yeşil Pazarlama.

References

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  • Mekkunnel, F. (2019). Industry 5.0: man-machine revolution (Doctoral dissertation), TU Wien, Vienna.
  • Nahavandi, S. (2019). Industry 5.0—A Human-Centric Solution. Sustainability (Basel, Switzerland), 11(16), 4371. https://doi.org/10.3390/su11164371 Beltz Verlag.
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  • Narain, K., Swami, A., Srivastava, A., Swami, S. (2019). Evolution and control of artificial superintelligence (ASI): A management perspective. Journal of Advances in Management Research, 16(5), 698–714.
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  • Paschek, D., Mocan, A., & Draghici, A. (2019, May). Industry 5.0-The expected impact of next Industrial Revolution. In Thriving on Future Education, Industry, Business, and Society, Proceedings of the MakeLearn and TIIM International Conference, Piran, Slovenia (pp. 15-17).
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  • Taş, B. ve Şeker, Ş., E. (2017). Nöropazarlama ve Yönetim Bilişim Sistemleri. YBS Ansiklopedi, 4 (2).
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Marketing in the Industry 5.0 Era: An Overview

Year 2022, Volume: 4 Issue: 1, 111 - 138, 28.02.2022

Yasemin Zengin Rabia Betül Zengin

Abstract

References

  • Alter, S. (2019) “Facets of Work,” JAIS Theory Development Workshop, Munich, Germany, Dec. 2019.
  • Aslam, F., Aimin, W., Li, M., & Ur Rehman, K. (2020). Innovation in the Era of IoT and Industry 5.0: Absolute Innovation Management (AIM) Framework. Information (Basel), 11(2), 124. https://doi.org/10.3390/info11020124
  • Avrupa Komisyonu. (2020). Directorate General for Research and Innovation. Enabling Technologies for Industry 5.0 Results of a workshop with Europe’s technology leaders. Başer, E., & Akıncı, S. (2020). Kullanıcı deneyimi ve kişiselleştirme bağlamında bir dijital platform incelemesi. Selçuk İletişim, 13(2), 866-897.
  • Breque, M., De Nul, L., & Petridis, A. (2021). Industry 5.0: towards a sustainable, human- centric and resilient European industry. Publications Office.
  • Çağlıyan, V., Şahin, E. & Selek, N. (2018). Öğrencilerin Marka Farkındalığının, Marka İmajı ve Marka Güvenine Etkisi: Selçuk Üniversitesi, İİBF Örneği. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (40): 186-198.
  • Demir, K. A., Döven, G., & Sezen, B. (2019). Industry 5.0 and human-robot co-working. Procedia Computer Science, 158, 688-695.
  • Deppe, K. (2020). Arbeit 4.0. Planet Wissen. https://www.planet- wissen.de/gesellschaft/arbeit/die_geschichte_der_arbeit_und_was_sie_heute_be deutet/arbeit-vier-punkt-null-100.html
  • Dewi, H. P. (2021, June). Determination of Green Marketing Strategies Through Marketing Communication in the Business World in the Society 5.0 Era. In Proc. 18th Int. Symp. Manag.(INSYMA 2021) .Vol. 180, pp. 181-187.
  • Doyle-Kent, M., & Kopacek, P. (2019). Industry 5.0: Is the manufacturing industry on the cusp of a new revolution?. In Proceedings of the International Symposium for Production Research 2019 (pp. 432-441). Springer, Cham. , August.
  • Draganov, M., Panicharova, M., & Madzhirova, N. (2018, June). Marketing 5.0. Transactions of artificial intelligence systems in the digital environment. In 2018 International Conference on High Technology for Sustainable Development (HiTech) (pp. 1-3). IEEE.
  • Durmaz, A., & Kitapcı, H. (2021). Revısıtıng Customer Involved Value Chaıns Under The Conceptual Lıght Of Industry 5.0.
  • Durukal, E. (2019). Pazarlama 1.0'dan Pazarlama 4.0'a Doğru Değişim. Itobiad: Journal of the Human & Social Science Researches, 8(3).
  • Du Vall, M. (2019). Super inteligentne społeczeństwo skoncentrowane na ludziach, czyli o idei Społeczeństwa 5.0 słów kilka. Państwo i Społeczeństwo, 19(2), 11-31.
  • Erol, S. (2016). Where is the Green in Industry 4.0? or How Information Systems can play a role in creating Intelligent and Sustainable Production Systems of the Future (Vol. 2). https://www.researchgate.net/publication/318645767
  • EESC, Industry 5.0. Available online: https://www.eesc.europa.eu/en/agenda/our events/events/industry-50 (accessed on 8 September 2019).
  • Fattah, T. K., & Salman, P. (2021). Actualization of Digital Marketing Society 5.0 on MSMES of Sasirangan Cloth in Village Sasirangan in Banjarmasin City. International Journal of Research in Vocational Studies (IJRVOCAS), 1(3), 62-67.
  • Ferreira, C. M. and Serpa, S. (2018) ‘Society 5 . 0 and Social Development : Contributions to a Discussion’, 5(4), pp. 26–31. doi: 10.5430/mos.v5n4p26.
  • Fukuyama, M. (2018). Society 5.0: Aiming for a new human-centered society. https://www.jef.or.jp/journal/ July/August, 47-50.
  • George, A. S., & George, A. H. (2020). Industrial revolution 5.0: the transformation of the modern manufacturing process to enable man and machine to work hand in hand. Journal of Seybold Report ISSN NO, 1533, 9211.
  • Haleem, A., & Javaid, M. (2019). Additive manufacturing applications in industry 4.0: a review. Journal of Industrial Integration and Management, 4(04), 1930001.
  • Rupp, T., & Hillekamp, V. (2021). Environmental Business.: Green Marketing and Industry 5.0 as movement towards global-wellbeing in business processes.
  • Hysa, B., Karasek, A. ve Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018.
  • Javaid, M., & Haleem, A. (2020). Critical components of Industry 5.0 towards a successful adoption in the field of manufacturing. Journal of Industrial Integration and Management, 5(3), 327-348.
  • İstanbul Üniversitesi. (2021). Sanayi Devrimi ve Sosyal Sorunlar, https://cdn-acikogretim.istanbul.edu.tr/auzefcontent/21_22_Guz/sosyal_sorunlar/1/index.html, Erişim Ocak 2022. Kamali, N., & Loker, S. (2002). Mass customization: On-line consumer involvement in product design. Journal of Computer-Mediated Communication, 7(4), JCMC741. Karabacak, Z. İ. & Sezgin, A. A. (2019). Türkiye’de dijital dönüşüm ve dijital okuryazarlık. Türk İdare Dergisi, 91(488), 319-343.
  • Kotler, P., Kartajaya, H. ve Setiawan, I. (2010). Marketing 3.0 from product to consumer and human spirit. Publica, Bucharest.
  • Kotler, P. (2016). Marketing 4.0. A podcast interview with Philip Kotler. https://www.marketingjournal.org/marketing-4-0.
  • Lu, Y., Adrados, J. S., Chand, S. S., & Wang, L. (2021). Humans are not machines—Anthropocentric human–machine symbiosis for ultra-flexible smart manufacturing. Engineering, 7(6), 734-737.
  • Leahy, J. (2013). Targeted consumer involvement: An integral part of successful new product development. Research- Technology Management, 56(4), 52-58.
  • Maida, I. 20 Sep 2019. Industry 5.0: towards a new revolution. In Criticalcase blog. URL: https://www.criticalcase.com/blog/industry-5-0-towards-a-new-revolution.html.
  • Margherita, E. G., & Braccini, A. M. (2021). Managing industry 4.0 automation for fair ethical business development: A single case study. Technological Forecasting and Social Change, 172, 121048.
  • Mekkunnel, F. (2019). Industry 5.0: man-machine revolution (Doctoral dissertation), TU Wien, Vienna.
  • Nahavandi, S. (2019). Industry 5.0—A Human-Centric Solution. Sustainability (Basel, Switzerland), 11(16), 4371. https://doi.org/10.3390/su11164371 Beltz Verlag.
  • Nakanishi, H. Modern Society has Reached Its Limits. Society 5.0 will Liberate Us, World Economic Forum. 11 January 2019. Available online: https://europeansting.com/2019/01/11/modern-society-has-reached-its-limits-society-5-0-will-liberate-us/, Erişim: Aralık, 2021.
  • Nakanishi, T., & Kitano, M. (2018). Storage and retrieval of electromagnetic waves using electromagnetically induced transparency in a nonlinear metamaterial. Applied Physics Letters, 112(20), 201905.
  • Narain, K., Swami, A., Srivastava, A., Swami, S. (2019). Evolution and control of artificial superintelligence (ASI): A management perspective. Journal of Advances in Management Research, 16(5), 698–714.
  • Ngo, L. (2019). The influence of ICT on the accommodation industry in the upcoming industry 5.0.https://www.theseus.fi/bitstream/handle/10024/267827/Template_Thesis2.pdf?sequence=2. Erişim Aralık, 2021.
  • Okamoto, M. (2019) ‘So what is Society 5 . 0 ?’, (March), pp. 0–18.
  • Østergaard, E. H. (2018). Welcome to industry 5.0. https://www.researchgate.net/profile/Mohamed_Mourad_Lafifi/post/Industry_40_vs_Industry_50- Does_industry_50_exist/, Erişim Ocak 2022.
  • Özkeser, B. (2018). Lean innovation approach in Industry 5.0. The Eurasia Proceedings of Science, Technology, Engineering & Mathematics, 2, 422-428.
  • Paschek, D., Mocan, A., & Draghici, A. (2019, May). Industry 5.0-The expected impact of next Industrial Revolution. In Thriving on Future Education, Industry, Business, and Society, Proceedings of the MakeLearn and TIIM International Conference, Piran, Slovenia (pp. 15-17).
  • Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing.
  • Prihatna, K. A., & Hereyah, Y. (2021, May). Rationalization of Digital Media in Developing Market Potential for Retail Products: Case Study in Welcoming Industry 5.0. In MICOSS 2020: Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences, MICOSS 2020, September 28-29, 2020, Jakarta, Indonesia (p. 143). European Alliance for Innovation.
  • Rada, M. 21 January 2018. INDUSTRY 5.0 definition. In A Medium corporation. URL: https://medium.com/@michael.rada/industry-5-0-definition-6a2f9922dc48. Erişim Aralık 2021.
  • Roberts, M. L., & Zahay, D. (2012). Internet marketing: Integrating online and offline strategies. Cengage Learning.
  • Rojko, A. (2017) ‘Industry 4 . 0 Concept : Background and Overview’, 11(5), pp. 77–90.
  • Saptaningtyas, W. W. E., & Rahayu, D. K. (2020). A proposed model for food manufacturing in smes: Facing industry 5.0. In Proceedings of the International Conference on Industrial Engineering and Operations Management.
  • Schubert, P., & Koch, M. (2002). The power of personalization: Customer collaboration and virtual communities. AMCIS 2002 Proceedings, 269.
  • Schulze, U., M. Aanestad, M. Mähring, C. Østerlund, and K. Riemer (2018). Living with Monsters? Social Implications of Algorithmic Phenomena, Hybrid Agency, and the Performativity of Technology, Proceedings of IFIP WG 8.2 Working Conference on the Interaction of Information Systems and the Organization, San Francisco, CA, USA, December 11–12, 2018.
  • Schütte, G. (2018) “What kind of innovation policy does the bioeconomy need?” New Biotechnology 40 (A), 2018: 82-86.
  • Shiroishi, Y., Uchiyama, K., Suzuki, N. (2018). Society 5.0: For human security and well-being. Computer, 51, 91–95.
  • Sima, E. (2021). Managing a brand with a vision to marketing 5.0. In MATEC Web of Conferences (Vol. 343). EDP Sciences.
  • Skobelev (2017). On the way from Industry 4 . 0 to Industry 5.0. 311(6), pp. 307–311.
  • Skobelev, P.O. & Borovik, S.Y. (2017). On the Way from Industry 4.0 to Industry 5.0: From Digital Manufacturing to Digital Society. International Scientific Journal “Industry 4.0”, 2 (6): 307-311.
  • Taş, B. ve Şeker, Ş., E. (2017). Nöropazarlama ve Yönetim Bilişim Sistemleri. YBS Ansiklopedi, 4 (2).
  • Upadhyay, A. K., & Khandelwal, K. (2019). Artificial intelligence-based training learning from application. Development and Learning in Organizations: An International Journal.
  • Vinitha, K., Ambrose Prabhu, R., Bhaskar, R., & Hariharan, R. (2020). Review on industrial mathematics and materials at Industry 1.0 to Industry 4.0. Materials today : proceedings, 33, 3956-3960. https://doi.org/10.1016/j.matpr.2020.06.331
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  • Xu, X., Lu, Y., Vogel-Heuser, B., & Wang, L. (2021). Industry 4.0 and Industry 5.0—Inception, conception and perception. Journal of Manufacturing Systems, 61, 530-535.
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There are 63 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Yasemin Zengin 0000-0002-3147-7958

Rabia Betül Zengin

Publication Date February 28, 2022
Published in Issue Year 2022 Volume: 4 Issue: 1

Cite

APA Zengin, Y., & Zengin, R. B. (2022). ENDÜSTRİ 5.0 DÖNEMİNDE PAZARLAMAYA DAİR GENEL BİR BAKIŞ. Hacettepe Üniversitesi Sosyal Bilimler Dergisi, 4(1), 111-138.
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