Organizational Change, Innovation, and Consumer Behavior in the Digital Economy

Marketing and consumer behavior in the digital era shape how modern businesses operate and compete. As digital technologies accelerate the pace of transformation, organizations must adapt their structures, strategies, and cultures to foster innovation and remain relevant. Consumer behavior evolves in response to increased connectivity, personalized experiences, and access to information, driving companies to rethink how they engage and deliver value. This environment highlights the need for organizations to be agile and customer-centric while leveraging innovation to meet shifting expectations in a digitally driven marketplace. Organizational Change, Innovation, and Consumer Behavior in the Digital Economy explores how organizations adapt to digital technology by implementing change and fostering innovation in their strategies, operations, and cultures. It examines how evolving consumer behaviors in the digital economy influence business decisions, customer engagement, and the creation of value. This book covers topics such as manufacturing, brand perception, and digital technology, and is a useful resource for marketers, business owners, engineers, academicians, researchers, and scientists.

Mehtap Özşahin received her BA degree from Bogaziçi University, Faculty of Economics and Administrative Sciences in 2001. She had her masters and Ph.D. degrees in the field of Management from Gebze Institute of Technology, in 2005 and 2011 respectively. She has taught courses and conducted research in the fields of strategic management, leadership, digital transformation, business ethics, international business and organizational behavior. She has held the co-chair (between the years of 2014-2021) and chair (since 2022) positions at International Strategic Management Conference, which is held annually for last 19 years. She also serves as a member of the organizing committee for two international conferences- International Strategic Management Conference and International Conference on Leadership, Technology, Innovation and Business Management since their inceptions in 2005 and 2011 respectively.