Advanced Technologies in Business: An Overview of Strategic, Managerial, and Marketing Impacts

Shahriar Akter (), Md Afnan Hossain (), Hélène Yildiz (), Aleksandra Figurek (), Demetris Vrontis () and Alkis Thrassou ()
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Shahriar Akter: University of Wollongong
Md Afnan Hossain: University of Adelaide
Hélène Yildiz: University of Lorraine
Aleksandra Figurek: GNOSIS Mediterranean Institute for Management Science, School of Business, University of Nicosia
Demetris Vrontis: GNOSIS Mediterranean Institute for Management Science, School of Business, University of Nicosia
Alkis Thrassou: GNOSIS Mediterranean Institute for Management Science, School of Business, University of Nicosia

Chapter Chapter 1 in Advanced Technologies in Business, Volume I, 2026, pp 1-27 from Palgrave Macmillan

Abstract: Abstract Emerging technologies, including artificial intelligence (AI), blockchain, the Internet of Things (IoT), big data analytics, cloud computing, and augmented/virtual reality (AR/VR), are profoundly altering company operations, tactics, and marketing in the swiftly changing digital economy. This chapter analyses the strategic, managerial, and marketing ramifications of emerging technologies, emphasising their contribution to workforce transformation, increased agility, enhanced global competitiveness, and facilitation of hyper-personalised customer engagement. The integration of these technologies presents unparalleled prospects for innovation while simultaneously posing issues about ethics, data protection, and adaptive leadership. This chapter posits that effective technology adoption should be rooted in human-centred principles, strategic foresight, and ethical digital governance, synthesising current academic and practical contributions.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pinchp:978-3-032-03480-9_1

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DOI: 10.1007/978-3-032-03480-9_1

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