A framework for the relationship implications of additive manufacturing (3D printing) for industrial marketing : servitization, sustainability and customer empowerment

Purpose: The purpose of this paper is to present the relationship implications of additive manufacturing (AM), which has the ability to produce layer-by-layer three-dimensional complex products by adding material in comparison to traditional manufacturing processes which remove material – for industrial marketing. Design/methodology/approach: After presenting the literature on customer relationships and digital technologies in business-to-business, the study uses a “zoom-out” and “zoom-in” perspective to review the extant literature on AM and then makes study propositions for industrial marketing. Findings: Through the adoption of AM technologies, the study suggests that firms can improve their level of servitization through customized products, offer more sustainable value propositions and empower their customers through the sale of digital files, which can be considered as levers to strengthen relationships with customers. Research limitations/implications: This paper makes several propositions regarding the relationship implications of AM for industrial marketing that further research should test. Practical implications: This paper highlights the relational benefits that adopting AM may represent for companies. Originality/value: While AM which is considered as an industrial revolution has generated a wide body of research in engineering and operations and technology management sciences, its impact on industrial marketing remains understudied.