The increasing penetration of digital technologies in society has caused profound transformations in the market in all its dimensions: consumer behavior, competition, channels, media, platforms, resources, entry barriers, business models, among others. In this scenario, companies that can take advantage of the potential that digital offers have obtained exponential results, as is the case of Uber, Airbnb, and Google, among others. This lecture presents the main disruptions in the market and society due to exponential technological growth and discusses the main strategies for digitalizing companies – from the perspective of how to act to seize opportunities and minimize risks.
Martha Gabriel é considerada um dos principais pensadores digitais no Brasil. Autora de 5 livros, inclusive o best seller “Marketing na Era Digital” e “Educ@r: a (r)evolução digital na educação”, finalista do Prêmio Jabuti, é...Learn more about the author