*4.1. General Characteristics of the Studies*

The research methodology imposed a year restriction, requesting only publication since 2011, having in sight that industry 4.0 concept was introduced in 2011. Figure 2 displays the evolution of the number of selected published articles. If during 2011–2015, the number of publications increased relatively slowly and linearly, the pace then increased sharply, with a peak in 2018. This finding suggests that the impact of information and communication technology or digitalization or automation constitutes a growing research area.

**Figure 2.** Number of selected published articles, per year. Source: Authors computations, based on literature surveyed.

The UK plays a leading role in the research on Industry 4.0 or related concepts and their influences on human capital or consumer behavior or management strategies and marketing practices, with a total of 25 (22.5%) publications, followed by the USA and Germany with 19 (17.1%) and 14 (13.5%) publications, respectively. A total of 23 (without Russia) countries were accounted for in the selected articles, encompassing applications mainly in Europe (76 studies corresponding to 25 publications and 13 countries). Of the 25 European publications, the most numerous are in Northern Europe, namely 10, of which 8 in the UK, where most articles have been published. It is interesting to stress that the main publication source of papers has been Western Europe, namely in Switzerland. The countries of Eastern Europe are also well represented, with a total number of 6 publications, of which 4 belong to Poland.

The first published study on Industry 4.0 [46] was from Ukraine in 2012, following the first mention of the concept in 2011 [9].

The distribution of publications by country is presented in Figure 3.

**Figure 3.** Number of selected published articles, by countries. Source: Authors computations, based on literature surveyed.

#### *4.2. Main Topics Highlighted in the Literature Surveyed*

Along with the topics identified by Büchi et al. [47], from the analysis carried out on the 111 articles, in our opinion, another topic can be noted, namely, marketing in the digital age. Table 1 synthesizes these twelve primary topics, which are described below.


provide the opportunity to combine the stages of specialized training based on the needs of an individual, economic, and social development, the demands of the labor market in the city, community, or region, and the systematic aspirations of the corresponding communities [61,62]. The implementation of advances in science and technology has significantly affected not only the increase in labor productivity and economic growth. Still, it has also brought about changes in industrial structures [46,63–65]. The implementation of artificial intelligence in production systems generates, besides beneficial effects, ethical, and legal problems [66]. Labor legislation must adapt to dealing with the changes imposed by Industrial 4.0 revolution [67–69]. A reorganization of the production process is required [70,71].


the analytical algorithms needed to implement these processes. A new type of human-machine relationship will replace the classic relationships between suppliers, companies, and customers. The machine-machine and human-machine interactions will allow for more flexible production and production customization, leading to smaller batches. In this way, companies can respond to the pressure of technological progress at the customer level, which generates customers with special needs, imposing personalized product designs [83]. It is essential that the system designers take into account the requirements and needs specific to the human factor. A particular process of mediation should act as a facilitator in this regard, creating ownership in the acceptance system and allowing a company to actively influence and control the design and use of the Industry 4.0 concept [31,84].


make it possible to divide the classic work tasks in support of global and digital production, allowing the generation of new employment models, namely, part-time, temporary, on-demand, etc. These have advantages for certain categories of workers, (i.e., the best trained, usually younger), offering flexibility for them. They are often the beneficiaries of online recruitment platforms. Women can, in turn, become beneficiaries of the increase in the degree of digitalization, allowing them access in areas that until now, were prohibited or in which they were less represented. On the other hand, those with a low educational level and belong to disadvantaged social classes, seem to register higher degrees of risk and social insecurity [96–98]. In high-tech industries, such as the auto industry, strategies for using human capital are less dependent on process technologies themselves. Studies [99] support the importance of factors at the workplace for the relationship between automation and skills, highlighting the role of the factory in the value chain and the international division of labor. There is an important role for the institutional framework, but also for the image that a company has in the market [100].


IIoT, extending the TBL with three dimensions called: "Data and information" referring to data processing and analysis capabilities, "Public context" describing requirements in terms of legal framework and standardization, and "Technical integration", referring to intra-and inter-company implementation of the IIoT. Some studies have highlighted geographical differences. Thus, SMEs in Germany are expected to have a smaller impact as a result of moving to Industry 4.0, considering it to be more of a challenge. In contrast, Chinese SMEs primarily see social benefits of this process [111]. The implementation of Industry 4.0 within SMEs also generates economic, ecological, technical, and social risks, the latter consisting mainly of job losses. As far as social risks are concerned, they can be controlled by re-qualifying human capital. As for the technical risks, they are mainly related to IT security and political risks. All these types of risks require a new kind of management, namely, an intelligent, synergistic, and predictive management, which is able to anticipate and manage all threats [112]. The use of new skills in information and communication technology contributes to the improvement of the functional management system [113]. Through the complex nature of digitalization and collaborative consumption, they generate new challenges for human behavior and social and business practices [114,115]. By using the latest technologies for teaching and learning, it is possible to develop the future qualified human resources needed for sustainable behavior [116]. The "post-economy of artificial intelligence" is characterized by the priority of new energy sources and social communication technology. It constitutes a new economic base, which makes the transition from the "economy of deficiency" to the "economy of abundance", which involves new architectures of social order. In the economy of artificial intelligence, new complex forms appear, which will create new competition, innovation, and commercialization pressures for market institutions [117,118]. According to Scavarda et al. [119], the global movement around themes like sustainability with the triple bottom line and Industry 4.0 allows for the establishment of a ground of connection with corporate responsibility towards society.


using computer algorithms, machines connected to the network will be able to work more efficiently, collaboratively, and resiliently [126]. According to Misztal et al. [127], an increasing quality and efficiency requirements as a result of production automation lead to organizational, technical and ergonomic implications. To achieve better business performance, managers must not neglect HRM activities [128,129]. The use of information technology, communication, and internet facilities contributes to increasing the efficiency of the health systems, offering new facilities, such as telemedicine, and allowing the increase of the population's access to high-quality services [130–134].

• Marketing in the digital age: Automation is everywhere, at home, in industry and, of course, in marketing and in retail. Marketing efforts focus on attracting, converting, and retaining. Automation used for attracting customers is aiming for increased online information traffic. With the evolution of the Internet, websites have started to be an essential tool for marketing. Over the past 25 years, the importance of using the Internet has increased. The marketing in the new Industrial 4.0 revolution focuses on building filtered messages through the information we hold about consumers and on the mass customization component. The companies that will give increased importance to customizing the products as unique as possible for their clients will be the ones that will have to win the market competition [135,136]. The Internet of Things has changed the way of information dissemination by changing customer behavior. Thus, the consumer experience can be improved with the help of data mining technology. The advantages result from the creation of customer and supplier networks, focused on the consumer, and supported by the Internet of Things, big data analysis, and relational fusion technologies [137]. It is necessary to track what is the consumer profile, to whom we address, what are his interests, from what sources does he get information, if he uses or not mobile devices, where he is when he comes in contact with the message, or what occupation he has, to understand users' acceptance and willingness of use for a store app [138–140]. The changes in the economic and social environment confront retailers with significant pressures, requiring them to apply new price optimization models to improve their incomes, margins, and market share. The novelty of these models resulted from three important changes: (1) Data; (2) Analyses; and (3) Automation [141]. In the future, artificial intelligence will substantially change both marketing strategies and customer behaviors [142]. Another important aspect is data security [143]: Are consumers willing to pay for improved security?


**Table 1.** Main topics of the included studies. Source: Authors based on literature surveyed.


**Table 1.** *Cont.*


**Table 1.** *Cont.*

Table 1 displays the main topics of the included studies. Looking at this through time lenses, it was found that certain issues have aroused more interest in different periods. The topic of performance was mainly addressed in 2015–2016. New human resources competencies and skills received the attention of researchers in 2017. Interest has shifted to the innovation in business models and the impact of enabling technologies on the global economy, measured through productivity, employment and unemployment, and technological or legal changes. Sustainability came first in 2019. Marketing in the digital age has become the focus of interest in 2020.
