5th Bilsel International Ephesus Scientific Research and Innovation Congress Turkey, İzmir, Turkey, 26 - 27 October 2024, pp.435-443
Digital twin technology (DTT), which involves creating virtual replicas of physical systems, has gained significant traction in both production management and supply chain sustainability. In this sense, the DTT technology allows companies better manage their operations on a real-time basis and hence run their activities in an effective manner that minimizes waste and promotes sustainable development.Organizations have integrated digital identity technologies to enhance supply chain transparency, contributing to reduced carbon footprints and improved resource management. Although its operational advantages, the potential of Digital twin technology to support marketing strategies—especially in creating compelling narratives around transparency and sustainability—remains as gap requres to be researched in current literature. This research responds to this limitation of marketing literature by arguing for use of DTT for both operational strategies and enhanced brand devotion. In particular, we examine how the insights generated through DTT analytics can be utilized by marketers to address the concerns of customers regarding tranparency and ethical sourcing – thus reinforcing the emotional bonds of customers with the brands. Our paper aims to drive a conceptual framework that anticipate DTT not only drives sustainable supply chain improvements but also provides rich, real-time data that marketing teams can use to communicate sustainability initiatives effectively. This study offers a novel framework for integrating digital innovation into both supply chain management and brand-building efforts, by linking the operational efficiency benefits of DTT with consumer engagement strategies. The results highlight how businesses align their operational practices with the values of sustainability-conscious consumers to enhance their competitive edge.
Keywords: Digital Twin Technology, Supply Chain Sustainability, Production Management Innovation, Marketing Transparency, Brand Loyality