Empowering Digital Transformation

This book contains selected papers from the 2025 Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium (GMA-GAMMA2025) held from July 24 to 27, 2025, in Hong Kong, China.
It focuses on achieving a human-centered digital transformation by empowering people and integrating processes and platforms to foster sustainable prosperity for all. It challenges conventional thinking by offering novel conceptualizations, empirical evidence, and case studies from regions at various stages of digitalization and across different product, market, and industry contexts.
The book aims to equip decision-makers and academics with the tools to navigate the increasingly blurred boundaries between humans and computers, businesses, institutions, and society, and the traditional, platform, attention, and experience economies. The chapters span operations, marketing, and management and bring together a variety of country context and industries undergoing digital transformation.

Examines the human, organizational, institutional, economic, and social consequences of digital transformation Presents timely research on the intersection of operations, management, and marketing in the age of digitalization Challenges norms with new ideas, evidence, and cases from diverse digital stages and contexts

Autorentext

Anna K. Zarkada is Associate Professor of integrated marketing communications with a focus on services in the Department of Communication and Marketing at the Cyprus University of Technology, Limassol, Cyprus. She has been teaching Marketing, Communication, and Business Ethics in the undergraduate and postgraduate programs of leading universities in Greece, the UK, Australia, India, Russia, and Japan.
Her research has been presented in over 100 publications and has received several prizes and best paper awards. She is an active consultant and trainer for leading Greek and multinational companies, small businesses, government agencies, and non-profit organizations on issues of corporate culture, marketing, communication, and sustainable development.