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EMAC 2023 Regional Conference

Leveraging Collective Intelligence for Marketing Resilience: Embracing Uncertainty through Collaborative Leadership for Global Teams

Published: November 22, 2023


Dr. Roberta Giannini, Business Scholar | Innovation & Strategy-Driven Technologist Associate Professor of IQS Business School, EAE Business School – Barcelona


As globalization rapidly accelerates, with emerging technologies, cultural intermediaries, and mediatization creating new challenges and opportunities for marketing professionals, collaborative leadership becomes an effective strategy to foster engagement, adaptability, and resilience within global marketing. By analyzing collaborative leadership principles, such as shared vision development and marketing team empowerment, this study seeks insights into navigating an ever-evolving global landscape as well as aspects of organizations adapting to technological environments, while encouraging collaboration within communities of practice.