Vol. 10 No. 2 (2025): Turkish Journal of Marketing
Articles

Digital transformation for quality management, operational excellence, and sales force effectiveness in an Industry 4.0 context: Evidence from Siemens AG

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  • Bünyamin Daldıran,
  • Kübra Daldıran,
  • Kenan Güllü
Bünyamin Daldıran
Res. Assist, Erciyes University, Kayseri, Turkiye
Kübra Daldıran
Res. Assist, Ankara Yıldırım Beyazıt University, Ankara, Turkiye
Kenan Güllü
Prof. Dr., Erciyes University, Kayseri, Turkiye

Published 10/25/2025

Keywords

  • Digital Transformation, Quality Management, Sales Force Effectiveness, Artificial Intelligence, Production Management, Customer Satisfaction

Copyright (c) 2025 Bünyamin Daldıran- Kübra Daldıran- Kenan Güllü

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Digital transformation for quality management, operational excellence, and sales force effectiveness in an Industry 4.0 context: Evidence from Siemens AG. (2025). Turkish Journal of Marketing, 10(2), 87-106. https://doi.org/10.30685/tujom.v10i2.218

Abstract

This study examines Siemens AG’s digital transformation strategies within the Industry 4.0 framework and their effects on quality management and sales force efficiency. By integrating advanced technologies such as AI, machine learning, and real-time data analytics, Siemens enhances both production processes and sales operations to ensure market adaptability and operational excellence. A mixed-methods approach was adopted, combining quantitative analysis with corporate documentation. Time-series, correlation, and regression analyses were applied to Siemens’ audited performance data (2021–2023), focusing on defect rates, Net Promoter Score (NPS), and sales performance metrics. Digital investments contributed to a reduction in defect rates (from 15% to 10%), while NPS increased from 70 to 80. Simultaneously, Siemens reported improved sales force effectiveness through the use of predictive analytics, automation tools, and CRM integration. Regression results indicate that a 1% increase in digital investment resulted in a 0.5% improvement in quality performance, as well as significant gains in customer responsiveness and sales efficiency. Unlike previous studies that treat digital transformation and sales strategy separately, this study links digitalisation to both quality control and sales force performance. Siemens AG’s transformation demonstrates how unified digital strategies enhance production, marketing responsiveness, and field sales capabilities, offering a replicable model for industrial competitiveness.

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