The existing literature predominantly portrays a positive perspective on the influence of Industry 4.0 on sustainability, yet some studies have pinpointed unresolved concerns. This study aims to challenge the assumptions surrounding the Fourth Industrial Revolution by examining how Industry 4.0 impacts marketing channel operational performance, distributor sustainability development and social performance. Therefore, this research investigates the interaction among Industry 4.0 practices, distributor sustainability development and performance in the context of global distribution channels.
The sample population consisted of 131 marketing professionals from Canada and the US working in firms with at least limited experience deploying Industry 4.0 technologies. The researchers developed a survey questionnaire, where the constructs and their indicator variables were adapted from existing research. Smart partial least squares, jointly with the necessary condition analysis, was used for data analysis.
The results indicate that the distributor sustainability development and marketing channel operational performance constructs are necessary conditions for social performance. Against expectations, the Industry 4.0 technologies construct had a significant relationship with social performance but proved not to be a necessary condition.
This study is one of the few to systematically problematize the assumptions of the interaction among Industry 4.0 practices, distributor sustainability development and performance, generating research propositions that reveal several avenues for future research. Furthermore, the research findings enhance the resource-based view by enabling the distinction between necessary, “must-have” and “should-have” resources.
