Speaker
Management Research Seminar Series, conducted by the Department of Economics and Business, aims to bring accomplished researchers in the Management field to share their current research projects to facilitate an academic discussion, enhance knowledge, and discover potential connections. The series is designed for the academic audience, i.e., the Faculty and MA, PhD students; however, anyone interested in the series is welcome to attend.
On November 23, Dr. Bernadette Kamleitner from WU will join the Management Research Seminar Series. The event will be in-person and on Zoom. For details, please email senyuza@ceu.edu or Yurteri_Sidar@phd.ceu.edu.
Title: The boundary blurring implications of digitalization
Abstract: In this talk, I argue that digitalization has been permeating the very fabric of human life by subtly blurring numerous boundaries within and across life spheres. I will illustrate what boundaries are, why they are important for humans and how their demise is affecting consumers and their behaviors in the marketplace. I will then elucidate how the novel lens of boundary management can help explain the simultaneous presence of seemingly disparate market trends (e.g., growth in voluntary simplicity AND luxury; growth in global mindsets AND regionality), how it can help marketers in their endeavor to optimize customer value and how it can help researchers to connect and expand on insights on the foundations of boundaries.