Year: 2025
Type: article
Abstract: The article examines the theoretical and practical principles of the formation of marketing of smart systems as an innovative direction in the modern business environment. The relevance of the study, caused by the rapid development of artificial intelligence technologies, the Internet of Things, cyber-physical systems, as well as changes in consumer behavior patterns in the conditions of the digital economy, is substantiated. The concept of «smart system» has been clarified from technical, business and philosophical approaches. The key features of smart system marketing are identified, including – interactivity, adaptability, data-based construction, personalization and real-time value formation. A comparative analysis of classical marketing and marketing of smart systems was carried out according to such criteria as product, life cycle, client role, sales models, analytics, etc. The work also analyzes the cases of leading companies (Target, Nest, Amazon Go, Synerise) that effectively implement smart system marketing tools in their activities. The author proved that the marketing of smart systems goes beyond the usual promotion strategies, turning into a comprehensive system of interaction between an innovative product and a consumer, based on data, transparency, ethics and trust. Special attention is paid to the concept of the user as an active participant in the creation of value (co-creation), which radically changes the logic of the market. It is proposed to interpret the marketing of smart systems as a specialized direction of innovation marketing that integrates technological, behavioral and cultural aspects. Prospective areas of further research are highlighted: ethics and cyber security, performance evaluation models, interdisciplinary integration, localization of solutions. The obtained results are of applied importance for enterprises seeking to increase competitiveness in the digital economy.
Source: Економіка та суспільство
Authors: Наталія Буга, Тетяна Янчук
Institution: Vasyl' Stus Donetsk National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $40
OpenAlex ID: W4414913746