Digitalization is making inroads in all parts of business, changing the way customers are interacting with suppliers and their offerings which requires new marketing activities and firms need to adapt to these changes to take advantage of the emerging opportunities.
This is what Lisa is currently studying. Her research primarily involves digitalization of interactions between customers and companies throughout the customer journey, before, during and after a purchase and especially in a Business-to-Business (B2B) contexts. She studies how B2B companies can leverage digital technology to manage the entire customer journey.
