Platformisation and innovation strategies
Platformisation marks the transition from an economy centred on products to one centred on digital intermediaries, and many companies are using it as a lever for development and a new business model.
Transition to responsible innovation
In the age of sustainability, the influence of marketing on changes in consumer behaviour is becoming key, whether in terms of the transformation of business models, modes of governance, changes in consumption patterns, or the transformation of the marketing function, its practices, and marketing strategies (e.g. objectives, indicators, culture).