## 2 Literature Review
### Innovation in Industry 4.0  
As mentioned in the introduction, the EU classifies marketing innovation as a non-technological innovation group. However, if we want to define innovations related to Industry 4.0 that are based on technological progress, technology cannot be omitted from marketing innovations. Innovation in the era of industry 4.0 is perceived differently by authors. [PERSON] [12] and [PERSON] [13] emphasize that innovation is based on the development of the Internet and the existence of big data. They state that the main innovations include the Internet of Things (IoT), cyber-physical systems (CPS), information and communication technologies (ICT), enterprise architecture (EA), and enterprise integration (EI), while the utilization of cybernetic systems is also reported by [PERSON] [14], who defines innovations in marketing as a flexible linking of products and services over the Internet or other network applications such as blockchain or a peer-to-peer network system. The authors [PERSON] and [PERSON] [15] divide innovation in Industry 4.0 into three groups that are interconnected and mutually influencing areas:  
* Digitization and the integration of any production-business relationship: All links in the production chain will be able to access all necessary data. This can be very useful because, for example, machine builders, manufacturers of software and other production chain manufacturers and the entire production chain will be able to develop their products with the knowledge of the latest components that component manufacturers are yet to develop and test. The increase in digitization has an impact on companies' business activities, including their business models, in that they enable new forms of cooperation and lead to new products and services, as well as new forms of relationships with customers and employees. This digitization also places pressure on enterprises to consider their strategies and to systematically explore new business opportunities [16]. * Digitizing production and services: Based on data available through the cloud, manufacturers will be able to predict, for example, the failure or imminent failure of any manufacturer of electronic components that is needed for \"their\" production, machinery or equipment. The digitization of production data enables the optimization of demand, increases productivity, and allows efficient creation of values at the company's own production sites. The implementation of Industry 4.0 requires a high computing power to plan, process, simulate, and monitor production lines and to optimize and analyze data generated during the product lifecycle [17]. * New business models: They arise from the digitization and utilization of big data and lead to a precise definition and subsequent addressing of a homogeneous target group. The authors of References [18; 19; 20; 21] agree that Industry 4.0 works on six basic principles:
* Interoperability: the ability of cyber-physical systems, people, and all smart factory components to communicate with each other through the Internet of Things and Services. * Virtualization: the ability to link physical systems to virtual models and simulation tools. * Decentralization: decision-making and control is carried out autonomously and in parallel in individual subsystems. * Ability to work in real-time: real-time compliance is a key requirement for any communication, decision-making, and control in real-world systems. * Service orientation: the preference of the computing philosophy of offering and using standard services, which leads to SOAs (service-oriented architectures). * Modularity and reconfigurability: Industry 4.0 systems should be maximally modular and capable of autonomous reconfiguration based on automatic situation detection. An overview of the Industry 4.0 core tools has been compiled and published in the National Industry Initiative 4.0, where a team of authors with the support of the Ministry of Industry has compiled an overview of ten innovative tools of Industry 4.0.