Internal marketing for organizational change an exploratory study on adoption of Industry 4.0

Today, we are in the first stages of a revolution that will change our lives. This revolution, which will radically affect our business and social life, is called Industry 4.0. We are experiencing dizzying changes with technological advances and these changes will fundamentally affect production and the way practices business. New forms of production, business models and new professions are emerging. This revolution will bring enormous changes to all sectors. This change has begun to affect companies and the workforce deeply and will continue to affect. Industry 4.0 will lead to the creation of smart factories and require new skill sets for the workforce. The implementation of this new industrial revolution in companies, requires change management. With the implementation of change management processes, this new process will be adapted to the company in a healthier manner and a healthier communication will be established with the employees. This transformation can cause unqualified workforce to be afraid and resist this change. In order to manage this resistance, internal marketing can be a tool to gain employees. In this thesis, companies applying digital transformation are examined in terms of change management. Since this transformation affects employees the most, internal marketing has been explored separately. The applications of companies on internal marketing and the ways of communication with the employees were investigated. This new concept is discussed in relation to the internal marketing concept in the context of change management.