Digital transformation using industry 4.0 technology by food and beverage companies in post COVID-19 period: from DCV and IDT perspective

Purpose This study aims to understand the influence of digital transformation, using Industry 4.0 technology, on food and beverage companies in the post-COVID-19 period.Design/methodology/approach To achieve the aim of this study, the authors have used innovation diffusion theory (IDT), dynamic capability view (DCV) theory and relevant literature, to develop a conceptual model. For the data, we surveyed 14, different sized food and beverage companies in India and the authors took inputs from 312 respondents at those companies to validate the conceptual model using the PLS-SEM approach. Findings The results from this study suggest that there is a considerable appetite for food and beverage companies to use Industry 4.0 technologies, as a part of their digital transformation journey in the post-COVID-19 scenario.Practical implications Food and beverage companies are going through a digital transformation process, which has been accelerated after the COVID-19 pandemic. Managers and leaders of the food and beverage companies need to support activities to adopt Industry 4.0 technologies. Moreover, the leaders should sponsor various readiness and training programs so that their employees successfully adopt these modern technologies.Originality/value This is a primary study on food and beverage companies that are using Industry 4.0 technologies or are in the process of digital transformation. The usage of both IDT and DCV to develop the unique conceptual model is an important contribution to the body of knowledge. Moreover, the proposed model has a high explanatory power, which makes the model effective.