Organizational Change, Innovation, and Consumer Behavior in the Digital Economy - Softcover

Softcover

ISBN 13: 9798260014547

Publisher: Igi Global Scientific Publishing, 2026

Synopsis

Marketing and consumer behavior in the digital era shape how modern businesses operate and compete. As digital technologies accelerate the pace of transformation, organizations must adapt their structures, strategies, and cultures to foster innovation and remain relevant. Consumer behavior evolves in response to increased connectivity, personalized experiences, and access to information, driving companies to rethink how they engage and deliver value. This environment highlights the need for organizations to be agile and customer-centric while leveraging innovation to meet shifting expectations in a digitally driven marketplace. Organizational Change, Innovation, and Consumer Behavior in the Digital Economy explores how organizations adapt to digital technology by implementing change and fostering innovation in their strategies, operations, and cultures. It examines how evolving consumer behaviors in the digital economy influence business decisions, customer engagement, and the creation of value. This book covers topics such as manufacturing, brand perception, and digital technology, and is a useful resource for marketers, business owners, engineers, academicians, researchers, and scientists.

About this title

About the Authors

Vladimir Simović is the Head of Digital Economics Department at the Institute of Economic Sciences (IES) in Belgrade, Serbia and Associate Professor at the Australian University, Kuwait (AU). The areas of his professional interests are digital marketing, digital entrepreneurship, digital competencies, and information systems in business. He is a project manager of the European ESF+ project on digital marketing competencies and the participant of European COST Action on Artificial intelligence in business with 15+ years of experience in research and teaching. He is the founder of several digital start ups in Serbia as well as a think tank dedicated to innovative learning practices.

Mehtap Özşahin received her BA degree from Bogaziçi University, Faculty of Economics and Administrative Sciences in 2001. She had her masters and Ph.D. degrees in the field of Management from Gebze Institute of Technology, in 2005 and 2011 respectively. She has worked as a research assistant between the years of 2002-2013 at Gebze Institute of Technology and as an assistant professor between the years of 2014-2019 at Yalova University. She was promoted to associate professor position in 2020 and since has been working as an associate professor at Gebze Technical University. She has taught courses and conducted research in the fields of strategic management, leadership, digital transformation, business ethics, international business and organizational behavior.

Alper Erturk obtained his B.Sc. in Industrial Engineering from Turkish Naval Academy, received his M.Sc. in Information Technology Management (with distinction) from Naval Postgraduate School, CA, USA in 2000. He got his Ph.D. in Management Science from Gebze Technical University, Turkey in 2003. Very recently, he obtained his Post Graduate Diploma in Data Science and Business Analytics from Texas University McCombs Business School, USA in 2023. Prof. Erturk has been an active academician and researcher in Business Management & Analytics field for more than 15 years of experience in Turkey, the U.S., Belgium, Germany, Morocco, and Kuwait. Throughout his academic studies, he published 3 books, more than 30 articles, more than 10 book chapters and presented more than 30 papers in international academic conferences. He is an internationally recognized researcher with an h-index of 20 and i-index of 28. During his career, Prof.Ertürk achieved to receive many awards including “Most Cited Researcher of the year”, “Outstanding Teaching Award”, “Best Paper Award”, as well as he was also a recipient of Fulbright Scholarship in 2019 and studied at Portland State University, OR, USA. Prof.Ertürk is currently working as a Full Professor and Chair of Management Department at Australian University – Kuwait since February 2022.

Edition details

• Publisher: Igi Global Scientific Publishing
• Publication date: 2026
• Language: English
• ISBN 13: 9798260014547
• Binding: Paperback
• Number of pages: 406
• Editor: Simovic Vladimir, Özşahin Mehtap, Erturk Alper