TY - GEN
T1 - The Metaverse in an Era of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA)
AU - Melanthiou, Yioula
AU - Vasic, Sergej
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85200655497&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-58429-9_9
DO - 10.1007/978-3-031-58429-9_9
M3 - Conference contribution
AN - SCOPUS:85200655497
SN - 9783031584282
T3 - Springer Proceedings in Business and Economics
SP - 147
EP - 161
BT - Marketing Solutions to the Challenges of a VUCA Environment - Proceedings of the 2023 GMA-GAMMA Joint Symposium, 2023
A2 - Zarkada, Anna
PB - Springer Nature
T2 - Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium, GMA-GAMMA 2023
Y2 - 20 July 2023 through 23 July 2023
ER -