LEVERAGING MARKET MANAGEMENT FOR BUSINESS TRANSFORMATION: AN OPERATIONAL PERSPECTIVE

• Dr. Chen Wei-Ling

  Associate Professor of Business Transformation and Process Innovation School of Management, Fudan University, China

  Author

• Prof. Adeola F. Ayeni

  Chair in Strategic Operations and Emerging Markets Lagos Business School, Pan-Atlantic University, Nigeria

  Author

In an increasingly volatile and complex business environment, organizations must embrace transformative business operations to maintain competitive advantage. This article posits that a strategic market management approach is crucial for guiding these operational shifts, ensuring they are customer-centric and market-driven, rather than solely technology-focused. We explore how key emerging technologies—including Artificial Intelligence (AI), the Internet of Things (IoT), Cloud Computing, Blockchain, Robotics and Automation, Drones, and Extended Reality (XR) alongside the Metaverse—are fundamentally reshaping operational capabilities. For each technology, we detail its operational implications and direct relevance to market management, highlighting how their synergistic integration can lead to smart, adaptive, and customer-centric operational ecosystems. The discussion also addresses critical challenges such as technological integration complexity, workforce adaptation, ethical concerns, investment requirements, and regulatory ambiguity. By synthesizing recent literature, this paper demonstrates that the future of business lies in the seamless integration where market intelligence informs operational innovation, leading to enhanced customer experiences, value creation, and sustained competitive edge.

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