Digital transformation: the implementation of intelligent robots in light of the theory of resistance to innovation

Authors

Keywords:

Transformação Digital. Indústria 4.0. Robótica. Marketing. Teoria da Resistência à Inovação.

Abstract

Abstract

Objective: This study aims to analyze how marketing can facilitate the adoption of automation projects with smart robots in organizations, in light of the Innovation Resistance Theory.

Methodology/approach: This study adopted a qualitative exploratory approach, using focus groups to investigate the adoption of smart robots based on the Innovation Resistance Theory. Three in-person sessions were conducted, each with six professionals experienced in marketing and Industry 4.0.

Originality/Relevance: This study stands out by combining the Innovation Resistance Theory with the 4Ps of marketing to analyze the adoption of smart robots in organizations. The research offers an innovative approach by exploring marketing strategies as a tool to overcome functional and psychological barriers to innovation.

Main results: The study highlights the 4Ps of marketing as essential for overcoming barriers to the adoption of smart robots. Strategies such as interactive training, value-based pricing, webinars, and distribution optimization helped reduce resistance, while product customization and team training were key to increasing technological acceptance.

Theoretical Contributions: The study applies the Innovation Resistance Theory, demonstrating how the 4Ps of marketing reduce barriers to the adoption of smart robots, highlighting focus groups as an effective method for understanding organizational perceptions.

Management Contributions: The study highlights marketing as a key tool for reducing resistance to the adoption of smart robots, proposing product customization, team training, and effective communication to drive digital transformation in companies.

 

Keywords: Digital Transformation. Industry 4.0. Robotics. Marketing. Innovation Resistance Theory.

Author Biographies

Renan Rubim de Castro Souza, Universidade Nove de Julho

Doutorando do programa PPGA - Pós-graduação em Administração com ênfase em Consumo, Tecnologia e Transformação Digital (CTT) da Universidade Nove de Julho (2027), área de Ciências Sociais Aplicadas. Mestre do programa PPGP - Pós-graduação em Administração com ênfase em Gestão de Projetos da Universidade Nove de Julho (2024), área de Ciências Sociais Aplicadas. Formação em Pós-graduação em MBA em Marketing e Gestão de Clientes - USCS (2021) interesse em conceitos do Marketing de Relacionamento e Gestão de Clientes, aperfeiçoando o entendimento dos processos de relacionamento entre a empresa e sua base de clientes. Pós-graduação em Gestão Industrial Anhanguera Educacional (2010). Graduação em Tecnologia Mecatrônica e Automação Industrial (2008). Técnico em Mecatrônica e Automação Industrial (2003). Tenho interesse nas áreas de gerenciamento de projetos de robótica e novas tecnologias.

Cristiane Drebes Pedron, Universidade Nove de Julho

Doutorada em Gestão (2009) pelo Instituto Superior de Economia e Gestão (ISEG), da Universidade de Lisboa, em Portugal. Mestre em Administração (2003) pela Universidade do Vale do Rio dos Sinos (UNISINOS) e Bacharel em Informática - Análise de Sistemas (2001) pela mesma instituição. Atualmente é professora dos programas de Pós-Graduação em Administração - PPGA e Gestão de Projetos da Universidade Nove de Julho em São Paulo. É editora científica da revista IPTEC, sendo também avaliadora de diversos periódicos e congressos na área de Administração/Sistemas de Informação. Tem experiência na área de Administração, com ênfase em Administração da Informação, atuando principalmente nos seguintes temas: sistemas de informação empresarial, transformação digital, CRM (Customer Relationship Management) e gestão de projetos. Atua em projetos de pesquisa financiados pelo CNPq, pelo qual também é Bolsista de Produtividade em Pesquisa (PQ2/CNPq). Mãe de dois filhos, esteve de licença maternidade em 2010 e 2016.

Cesar Alexandre de Souza, Universidade de São Paulo

Cesar Alexandre de Souza possui graduação em Engenharia de Produção pela Universidade de São Paulo (1990), mestrado em Administração pela Universidade de São Paulo (2000) e doutorado em Administração pela Universidade de São Paulo (2004). É professor doutor da Universidade de São Paulo desde 2007 e membro permanente do Programa de Pós graduação stricto sensu em Administração (mestrado e doutorado) desde 2008. Tem experiência docente e em pesquisa na área de Administração de Empresas, com ênfase em Administração de Sistemas de Informação, atuando nos seguintes temas: gestão e governança de tecnologia de informação, implantação de sistemas empresariais, informatização de pequenas e médias empresas, novos modelos de negócios digitais, inteligência artificial e machine learning. Possui mais de 150 publicações, entre artigos em periódicos, capítulos de livros e artigos em conferências. Foi Coordenador da ANPAD na divisão de Administração da Informação/Sistemas de Informação (ADI) de 2018 a 2020 e membro do comitê científico da mesma divisão de 2009 a 2012 e de 2015 a 2017. Nesse período participou da organização de 10 eventos EnANPAD e 3 Eventos EnADI. Foi co-chair do Conf-IRM (International Conference on Information Resources Mangement) em 2013 em Natal, Brasil e co-program chair nas edições de 2015 (Ottawa), 2019 (Auckland) e 2021 (Linz-Austria). Atualmente é co-lider do tema "Impactos da Inteligêcia Artificial" na área de ATI da ANPAD. É coordenador do grupo de pesquisa NETS/FEA/USP (Núcleo de Estudos em Tecnologias, Modelagem e Sistemas em Administração), cadastrado no CNPq.Possui experiência profissional em empresas tendo atuado como CIO e consultor de TI em implantações de sistemas ERP e BI e em avaliação de projetos de investimentos em TI.

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Published

2026-06-17

How to Cite

Rubim de Castro Souza, R., Drebes Pedron, C., & Alexandre de Souza, C. (2026). Digital transformation: the implementation of intelligent robots in light of the theory of resistance to innovation. Revista Gestão & Tecnologia, 26(1), 153–180. Retrieved from https://revistagt.fpl.emnuvens.com.br/get/article/view/3157

Issue

Vol. 26 No. 1 (2026)

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ARTIGO

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