Digital transformation for quality management, operational excellence, and sales force effectiveness in an Industry 4.0 context: Evidence from Siemens AG
Year: 2025
Type: article
Abstract: This study examines Siemens AG’s digital transformation strategies within the Industry 4.0 framework and their effects on quality management and sales force efficiency. By integrating advanced technologies such as AI, machine learning, and real-time data analytics, Siemens enhances both production processes and sales operations to ensure market adaptability and operational excellence. A mixed-methods approach was adopted, combining quantitative analysis with corporate documentation. Time-series, correlation, and regression analyses were applied to Siemens’ audited performance data (2021–2023), focusing on defect rates, Net Promoter Score (NPS), and sales performance metrics. Digital investments contributed to a reduction in defect rates (from 15% to 10%), while NPS increased from 70 to 80. Simultaneously, Siemens reported improved sales force effectiveness through the use of predictive analytics, automation tools, and CRM integration. Regression results indicate that a 1% increase in digital investment resulted in a 0.5% improvement in quality performance, as well as significant gains in customer responsiveness and sales efficiency. Unlike previous studies that treat digital transformation and sales strategy separately, this study links digitalisation to both quality control and sales force performance. Siemens AG’s transformation demonstrates how unified digital strategies enhance production, marketing responsiveness, and field sales capabilities, offering a replicable model for industrial competitiveness.
Source: TURKISH JOURNAL OF MARKETING
Authors: Bünyamin Daldıran, Kübra Daldıran, Kenan Güllü
Institutions: Erciyes University, Ankara Yıldırım Beyazıt University
Language: English
Subfield: Industrial and Manufacturing Engineering
Field: Engineering
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4415554216