The Fourth Industrial Revolution: an initial investigation into the marketing opportunities and challenges for entrepreneurs.

Friesner, Tim (2019-11)

International Journal of Entrepreneurship and Innovative Competitiveness – IJEIC


The Fourth Industrial Revolution (Schwab 2016) will present an innumerable amount of opportunities and challenges to a range of entrepreneurs. The 23-shifts identified within the Fourth Industrial Revolution (Schwab 2016) will have four major impacts on entrepreneurs’ businesses and their future marketing. Customer expectations, data enhanced products, collaborative innovation and new operating models will undoubtedly influence the business decisions and marketing of all entrepreneurs. 9 different types of entrepreneurs (Open University 2017) were interviewed. Their predictions and opinions were captured and analysed in relation to the Fourth Industrial Revolution. This initial investigation ends with a succinct summary of potential areas for further development, reasoning and research.