A Conceptual Study on Digital Transformation & its Applications: An Overview

Authors : Meenakshi Kaushik ; Ravindra Kumar

DOI : doi.org/10.47752/sjbmm.62.15.20

Abstract:
This paper describes the emergence of digital transformation in recent years and specially during pandemic COVID-19, has made business processes very simple and easy to connect with people all over the globe due to its unprecedented speed and worldwide connectivity. Digitalization is the use of digital technologies to bring forth changes in business processes, strategies & business models by providing opportunities and new avenues to employers, employees, customers and society as a whole. The evolution of digital technology &digital transformation has made organizations and industries to re-think and re-imagine the use of technology in a better and wider manner including social media platforms and processes to create new business models and new forms of revenue. This paper has highlighted on digital transformation concept & its urgent need in organizations in present scenario. This paper has described technology as a key driver to seek opportunities to digitalize organizational operations to be more ready and prompt to face digital challenges. Creating a digital culture is considered as the single most important task for organizations. This paper also aims to present a deeper insight on digital transformation, digital technology and digitalization of various industries along with its applications. The research paper is exploratory, descriptive and analytical in nature. Data collection is based on primary & secondary data sources. The Primary data has been collected from observation methods and interview techniques. The observation method, and telephonic interviews were conducted from employers, employees and few people Delhi based. The secondary data is collected from existing research articles, journals, e-books publications and other sources. This is a conceptual paper based on true facts and has tried to give a crystal-clear picture on digital transformation issue.

The Role of Human-Machine Interaction and Automated Analysis Concepts on Glocalization

Authors : Yakup Durmaz ; Ayda Bakan

DOI : doi.org/10.47752/sjbmm.62.9.14

Abstract:
This study aims to investigate the role of human-machine interaction and automatic analysis concepts, which are a product of digitalization, on glocalization. In recent years, great attention has been paid to artificial intelligence applications in the field of marketing, as in every field of companies. With the application of artificial intelligence in the field of marketing, marketing strategies have also changed. The concept of glocalization, which is one of the current marketing strategies, is formed from the combination of the words global and local. Glocalization means the implementation of marketing strategies compatible with the cultural characteristics of the target market while presenting global products to local markets. It has created a new marketing behavior through digital products such as glocalization, human-machine interaction, and automatic analysis.