In a highly competitive market, the digital transformation with
Internet of things (IoT), artificial intelligence (AI) and other
innovative technological trends, such as virtual reality (VR),
augmented reality (AR), and gamification are elements of
differentiations and an important milestone in business development
and consumer interaction, particularly in services. As a result,
there are several new business models anchored in these digital and
technological environments and new experiences provided to services
consumers and/or firms. There exists a need for an edited
collection of original research in the area of service knowledge.
In the particular context of services, this book aims to provide a
relevant theoretical and empirical research findings and an
innovative and multifaceted perspective of how digital
transformation and other innovative technologies can drive new
business models and create value experiences for consumers and/or
firms. Specifically, it provides an understanding of the strategies
that underpin the new business models and how the new interactions
or experiences with the consumer or firms are created and
characterized in terms of antecedents, consequences, dynamics, and
value. The content of this book is designed for professionals,
students and researchers in the field of services, specifically in
the relationship of digital transformation and new technologies,
with business and the consumer/firms experience, for example
marketing managers, service or product developers, service or
product designers, executives, students, business professionals,
salespeople and researchers.
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