How can we see the big picture if it is constantly changing?
(R2023-117247)

AUTHORS

Antonis Zairis, Neapolis University, Pafos; Konstantinos Lionakis, Athens University of Economics & Business; Fay Makantasi, diaNEOsis

ABSTRACT

In an interconnected world where change is fast-paced, constant, and unpredictable it is hard to see the big picture. Technology and consumer expectations are changing faster than marketing organizations, as managers try to cope with social, economic, and technological developments. Acronyms like VUCA or BANI are ways to structure the unstructured and the indefinite. A shift in perspective and change of focus is required in order to work with the fundamentals and get ready for the unknown. The combination of sustainability marketing and technology has significant benefits in terms of productivity and efficiency thus offering a positive impact to organizations.