Research Development of Digital Marketing and Innovation in Commercial Automotive Industry

Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research development(R D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3, 25 has the largest amount of interaction with the other variables. Also, the variable “Empowerment of R D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables. The results of this research show that the intensity of competitiveness and that of R D are two causal variables in the R D of digital marketing and innovation in automotive industry. Also, the empowerment of R D of digital marketing, the empowerment of supply network internalization, innovation and process digitization, and product innovation are 4 variables resulted from or inspired by R D. Accordingly, the limited size or quantity of production, a short-termed economic outlook on the sale of products, lack of motive for internalization, and product expansion, are the factors influencing the causal variables.