* Fills a gap in the market and provides essential reading for a broad range of advanced undergraduate and postgraduate programmes, including Strategic Management, Business Innovation, Consumer Behaviour Digital Transformation and Entrepreneurship.
* Provides theoretical and practical insight into how organisations transform into demand-driven businesses by implementing digital technologies such AI, machine learning, and big data.
* Concepts are illustrated by global case studies from well-known brands, including Amazon, Google, Uber, Volvo and Picnic, coupled with reflective questions to encourage analysis.
