Friday, May 10, 2024 at 3:35 p.m.
Rabat – Speakers focused on the various economic issues in a world marked by volatility, uncertainty, complexity and ambiguity (VUCA) on Friday in Rabat.
At an international conference, organized at the Rabat Business School campus on sustainable business practices in a world, participants composed of academics, researchers, industry practitioners and entrepreneurs exchanged on current topics and emerging in various areas related to sustainability.
This scientific event also offered the opportunity for knowledge sharing for a diverse audience including international and national participants.
Speaking during a session under the theme “Knowledge management: emerging topics in an international community”, Manlio Del Giudice, Research Professor and Editor-in-Chief at the “Journal of Knowledge Management”, highlighted the growing interest companies, institutions and researchers for the knowledge economy in a VUCA context, leading to studies, research and institutional debates around the latter.
Fundamental drivers of the knowledge economy, he explains, include a greater reliance on intellectual capabilities than on physical inputs or natural resources, with efforts to integrate improvements at every stage of the production process, from the R&D laboratory to the manufacturing floor, including the interface with customers.
Mr. Del Giudice, in this wake, mentioned the advantages of knowledge management in this type of economy, namely promoting innovation, encouraging the free circulation of ideas, improving customer service, reducing the time of response, improve revenues, accelerate product access to market, strengthen employee retention rates and eliminate repetitive and unnecessary trials.
Furthermore, Cleopatra Velousou, Research Professor and Editor-in-Chief at the “Journal of Product and Brand Management”, who spoke on the theme “A study on relationships with brands” looked at the issues of branding in a VUCA context, highlighting the importance of establishing a link bringing together the brand and the buyer.
In this context, Ms. Velousou mentioned the concept of “Brand polarization”, an affective and cognitive phenomenon where the beliefs and emotions of a significant number of individual consumers induce a simultaneous division into two extremes: positive and negative passionate feelings and beliefs toward the brand, like-minded consumers, and opposing-minded consumers.
