Exploring the Nexus of industry 4.0 on structural power and B2B marketing: A comprehensive approach to sustainability and competitive advantage

Structural power is a decisive determinant of organisational competitiveness, yet its relationship with Industry 4.0 in sustainable B2B marketing remains underexplored. While prior research has investigated structural power from diverse perspectives, limited attention has been given to Resource Dependence Theory (RDT) and Systems Theory (ST) in explaining how digital drivers reshape inter-organisational dynamics. This study addresses this gap by examining how Industry 4.0 drivers influence structural power factors in sustainability-oriented B2B strategies. A mixed-methods design is applied. First, a Systematic Literature Review (SLR) and Thematic Analysis (TA) are conducted to extract Industry 4.0 drivers relevant to sustainable marketing. Second, expert input from both emerging and developed economies is utilised to model the interrelationships among structural power factors using a Fuzzy Cognitive Map (FCM). Finally, the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) is employed to evaluate the relative impacts of the drivers. The findings highlight eight critical Industry 4.0 drivers that enhance structural power by strengthening cooperation, trust, and network integration. Integrating vertical and horizontal processes emerges as a key mechanism for increasing organisational autonomy and influence. The study advances theoretical clarity on structural power and offers practical insights for sustainable B2B competitiveness in the digital era.