Over the past several years, digital technologies have reestablished the ways in which corporations operate. On one hand, technology has allowed companies to bu

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. A

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of org

The COVID-19 pandemic has forced countries around the globe into lockdown, imposing trade and travel restrictions with devastating economic impacts on all secto

This book explores the implications of descriptive, predictive, and prescriptive digital enterprises and their practices for different functional domains and in