Leveraging Industry 4.0 for marketing strategies in the medical device industry of emerging economies.

This research investigates the impact of the technologies through an integrated Fuzzy Analytic Hierarchy Process (F-AHP) and VIKOR model to determine their viability as a marketing strategy for business growth in the Prosthetics and Orthotics (P&O) medical device industry. Based on expert data, the study evaluates the integration of Industry 4.0 technologies and ranks them by priority for marketing performance: "Artificial Intelligence & Machine Learning" (0.