This book provides important guidelines for the digital transformation process and shows how established companies in particular can use digitization for their strategic further development. It highlights developments in IT and data management supported by AI and analyzes how marketing sales HR the corporate organization and controlling must be transformed in the digital age in order to take advantage of these new opportunities as early and comprehensively as possible. The tools offered in this book will support companies in actively shaping the change.

Achieving true change and innovation depends on our ability to re-imagine and re-author the futures we want our organizations to have - and to open new perspectives and new ways of thinking being and doing in the process. Narrative approaches and storytelling are powerful tools that can help us create a new future for branding and marketing change leadership organizational learning and development. Gathering contributions by scholars and practitioners from various disciplines this book provides a unique overview of an emerging field of practice in organizations and communities. Rooted in a narrative conceptual framework the respective papers describe a broad range of trans-disciplinary applications tools and methods for effectively working with stories.

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This series summarizes current thinking in the field of comparative management. The series is intended to make an academic contribution through focused essays presenting material in a fashion suitable for both scholars and advanced students.

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