Marketing in industry 6.0: creating value at the intersection of bio-, nano-, and cognitive technologies

Abstract

The current stage of global economic development is characterized by a transition to the so-called “sixth technological paradigm” (INDUSTRY 6.0), in which the convergence of bio-, nano-, information, and cognitive technologies plays a key role. This report explores how marketing can be a strategic tool for shaping the value of innovative products and services at this technological crossroads. It analyzes the new challenges and opportunities facing marketers, including the need to translate technological complexity into value propositions that are understandable to consumers, the use of cognitive and digital tools for communication, and social and ethical responsibility. A conceptual model of a marketing strategy for products of the INDUSTRY 6.0 is also proposed, combining scientific and technical, product and value, and communication approaches.