The Metaverse in an Era of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA)

Yioula Melanthiou, Sergej Vasic

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The concept of VUCA – volatility, uncertainty, complexity, and ambiguity – captures the essence of today’s global and organizational challenges. This chapter explores strategies for thriving in such an environment, emphasizing the importance but also the need for organizations to advance ahead of competitors rather than merely keeping up. Innovation is highlighted as a key means of gaining competitive advantage and driving transformative change. The chapter further explores the evolution of virtual worlds, particularly focusing on the business opportunities presented by Augmented Reality (AR) and Virtual Reality (VR) technologies, and the potential of the metaverse to revolutionize digital marketing and reshape industries.

Original languageEnglish
Title of host publicationMarketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023
EditorsAnna Zarkada
PublisherSpringer Nature
Pages147-161
Number of pages15
ISBN (Print)9783031584282
DOIs
Publication statusPublished - 2024
Externally publishedYes
EventGreek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023 - Seoul, Korea, Republic of
Duration: 20 Jul 202323 Jul 2023

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

ConferenceGreek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023
Country/TerritoryKorea, Republic of
CitySeoul
Period20/07/2323/07/23

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