MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

Such creativity and innovation needs to have a strong digital orientation. The customer journey is not what it used to be. At each stage, from brand awareness to purchase, new factors have emerged that add twists and turns to the traditional path. (New) companies trying to capture the consumer's attention must adapt to the new terrain, which is heavily influenced by technology and digital transformation. "The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn. ” Such a digital transformation is so profound that it affects critical attributes of business management such as: the new way of building the company's brand image, the new profile of people the company needs, its capital and operating capital needs. Think, for example, of the modern way of building a brand for a hotel company in the digital age. It would not make sense to invest in expensive advertising campaigns in traditional media as it was done in the past, consumers before going to a hotel inform themselves through other people (Tripadvisor, etc).

11

European Open Business School