This book presents selected contributions to the International Scientific-Practical Conference 2022 (ISCP 2022) organized by East European University (Georgia) and E-Commerce Institute (Germany). It discusses the possibilities of digital management under current conditions, highlights recent technological advances, and addresses further marketing perspectives. The topics covered include digitalization, digital transformation, e-commerce, artificial intelligence, big data, blockchain, online marketing, the transformation of small and medium-sized businesses, digital law, digital social innovation, and digital ethics.

This proceedings book presents the outcomes of the VII International Scientific Conference “Digital Transformation of the Economy: Challenges, Trends, New Opportunities”, which took place in Samara, Russian Federation, on April 26–27, 2019. Organized by the Samara State University of Economics, the conference chiefly focused on digital economy issues, such as theoretical preconditions for the development of economic systems in the digital age and specific practical issues related to real-world business practice. Consisting of six chapters corresponding to the thematic areas of the conference, and written by scientists and practitioners from different regions of Russia, Kazakhstan, the Czech Republic and Germany, the book offers answers to the most pressing questions for today’s business community: - How is our world changing under the influence of digital technology? - Is sustainable economic development a myth or reality in the context of digitalization? - What threats and opportunities does digitalization bring? - What are realities and prospects of digitalization in the context of business practice? - How do we create a digital infrastructure for the economy? - How should the legal environment of the economy be transformed in the context of digitalization? The conclusions and recommendations presented are not recipes for solving the existing economic problems, but instead are intended for use in further research on transformation processes in the economy and in the development of state economic policies in various countries and regions.

This book is based on research from Russia, Hungary, Bulgaria, Great Britain, Switzerland and the Czech Republic on issues related to knowledge-based economy development. The idea for this book was developed during three international conferences on digitalization: VI, VII and VIII International Scientific Weeks, organized by Samara State University of Economics (Samara, Russia) in 2018–2020. It is an initiative by the scientific and business organizations in the Samara Region and their Russian and international partners to analyze the current digitalization of social-economic systems, the problems and perspectives of this process, and its role in the creation and development of a new type of economy and new quality of human capital. All the contributions focus on the search for effective ways of adapting to the new digital reality and are based analyses of international statistics, and data from specific companies, educational institutions and governmental development programs. The book explores a variety of topics, including • Knowledge and Information as Basic Values of a New Economic Paradigm; • Information Technologies for Ensuring Sustainable Development of Organizations; • Augmented Reality, Artificial Intelligence and Big Data in Education and Business; • Digital Platforms and the Sharing Economy; • Potential of Digital Footprints in Economies and Education; • Sociocultural Consequences of Digitalization.

This book gathers the best contributions from the conference “Digital Transformation of the Economy: Challenges, Trends and New Opportunities”, which took place in Samara, Russian Federation, on May 29–31, 2018. Organized by Samara State University of Economics (Samara), Russia, the conference was devoted to issues of the digital economy.Presenting international research on the impact of digitalization on economic development, it includes topics such as the transformation of the institutional environment under the influence of informatization, the comparative analysis of the digitalization development in different countries, and modeling the dependence of the rate of change in the economy on the level of the digitalization penetration into various spheres of human activity. It also covers business-process transformation in the context of digitalization and changes in the structure of employment and personnel training for the digital economy. Lastly, it addresses the issue of ensuring information security and dealing with information risks for both individual enterprises and national economies as a whole. The book appeals to both students and researchers whose interests include the development of the digital economy, as well as to managers and professionals who integrate digital solutions into real-world business practice.

This book provides practising executives and academics with the theories and best practices to plan and implement the digital transformation successfully. Key benefits: an overview on how leading companies plan and implement digital transformation interviews with chief executive officers and chief digital officers of leading companies – Bulgari, Deutsche Bahn, Henkel, Lanxess, L’Oréal, Unilever, Thales and others – explore lessons learnt and roadmaps to successful implementation research and case studies on the digitalization of small and medium-sized companies cutting-edge academic research on business models, organizational capabilities and performance implications of the digital transformation tools and insights into how to overcome internal resistance, build digital capabilities, align the organization, develop the ecosystem and create customer value to implement digital strategies that increase profits Managing Digital Transformation is unique in its approach, combining rigorous academic theory with practical insights and contributions from companies that are, according to leading academic thinkers, at the forefront of global best practice in the digital transformation. It is a recommended reading both for practitioners looking to implement digital strategies within their own organisations, as well as for academics and postgraduate students studying digital transformation, strategy and marketing.

Every organization makes plans for updating products, technologies, and business processes. But that’s not enough anymore for the twenty-first-century company. The race is now on for everyone to become a digital enterprise. For those individuals who have been charged with leading their company’s technology-driven change, the pressure is intense while the correct path forward unclear. Help has arrived! In Driving Digital, author Isaac Sacolick shares the lessons he’s learned over the years as he has successfully spearheaded multiple transformations and helped shape digital-business best practices. Readers no longer have to blindly trek through the mine field of their company’s digital transformation. In this thoroughly researched one-stop manual, learn how to: • Formulate a digital strategy • Transform business and IT practices • Align development and operations • Drive culture change • Bolster digital talent • Capture and track ROI • Develop innovative digital practices • Pilot emerging technologies • And more! Your company cannot avoid the digital disruption heading its way. The choice is yours: Will this mean the beginning of the end for your business, or will your digital practices be what catapults you into next-level success?

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

This book describes the trends in digital innovation that are of most importance for businesses and explores the key challenges. The book is in three parts, the first of which focuses on developments in digital systems. Here, the ever-growing relevance of big data, cloud computing, and mobile services for business is discussed, and detailed consideration is given to the importance of social listening for understanding user behavior and needs and the implications of IT consumerization. In the second part, trends in digital management are examined, with chapters devoted to work practice, digital business identity as well as branding and governance. The final part of the book presents and reviews case studies of digital innovation at the global level that provide a benchmark of best practices, with inclusion of instructive fact sheets. While the book offers academic coverage of the digital transformation of business organizations and the associated challenges, it also describes concrete, real-world issues in clear, easy-to-understand language and will serve as a toolbox for managers that can be readily consulted. The text is supported by informative illustrations and tables, and practitioners will also benefit from the reported case studies and highlighted insights and recommendations.

This wide-ranging, future-oriented book is sure to number among the most important and influential business books of the decade. Drucker writes with penetrating insight about the critical issues facing managers in the 1990s: the world economic order; people at work; new trends in management and the governance of organizations.

The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customer knowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a more complex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizations operating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and building long-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization.