The interactive firm – towards a new paradigm

Purpose – The article discusses the characteristics of the future industrial company, the so‐called interactive firm, and the challenges awaiting it down the road. To this end, a framework for the strategic positioning of tomorrow's industrial company is proposed. Design/methodology/approach – In order to illustrate that the interactive firm may take on different forms, three archetypal, future‐oriented firms have been identified and tested in a panel of industrial managers to flesh out this framework. Findings – The article provides a detailed picture of the strategic roles and functioning of the interactive firm. Practical implications – Individual firms may use the framework as a guide to position themselves in the industrial climate of the future. The framework also includes five different strategic production roles that an industrial firm should consider. Originality/value – The value of the article is that it triggers both scholars and practitioners to study and consider different forms as well as key characteristics of the industrial enterprise of the future.