Olga Bucovetchi
National University of Science and Technology Politehnica Bucharest, Bucharest, Romania National Institute for Research and Development in Informatics - ICI Bucharest, Bucharest,, Romania
Olga Bucovetchi
Chapters authored
Perspective Chapter: Organizational Resilience toward Managing Risks in Digital Marketing
Organizational resilience is the ability of an organization to adapt and recover quickly in the face of disruptions and changes, thus ensuring operational continuity and maintaining high performance. The research investigates the evolving landscape of digital marketing, where organizations encounter dynamic risks due to emerging trends and technologies. After an extensive literature review, the authors identified four emerging risks induced by the new technologies that have to be dealt with by marketers in order to preserve business continuity and ensure organizational resilience: the data privacy and compliance issues, the cybersecurity threats, the reputation management and social media risks, and the ethical considerations in digital marketing. For those challenges, the authors suggest possible strategies to be put in practice to achieve organizational resilience, most of them based on new technologies such as, for example, blockchain and artificial intelligence.
Part of the book: Management in Marketing Communications [Working title]