INCREASING PRODUCTIVITY THROUGH DIGITALIZATION AND ITS IMPACT ON THE FIELD OF MARKETING AT ORGANIZATIONAL LEVEL

Nicoleta Rossela Dumitru () and Oana Preda ()
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Nicoleta Rossela Dumitru: Romanian-American University
Oana Preda: Romanian-American University

Journal of Information Systems & Operations Management, 2022, vol. 16, issue 2, 61-69

Abstract: No matter if we are talking about entrepreneurs or managers in a company, their main goal is to improve productivity and increase profitability, respectively an increase in the results obtained with the same consumption or a lower consumption of resources in order to obtain the same results. In this sense, new technologies have the role of increasing the efficiency of production processes, thus ensuring productivity growth, and we refer here to digitization as a continuous process, in which companies must adapt and integrate new technologies into their activities. This is necessary to streamline the work processes and to respond more effectively to the requests from consumers. We are talking about digital solutions, which through data analytics, machine learning, etc. manage to be of real help especially in the situation of recurring activities, offering companies new opportunities to improve the performance of operational processes and achieve significant savings.

Date: 2022
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