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The Metaverse in an Era of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA)

In: Marketing Solutions to the Challenges of a VUCA Environment

Author

Listed:
  • Yioula Melanthiou

    (Cyprus University of Technology)

  • Sergej Vasic

    (MCI The Entrepreneurial School)

Abstract

The concept of VUCA – volatility, uncertainty, complexity, and ambiguity – captures the essence of today’s global and organizational challenges. This chapter explores strategies for thriving in such an environment, emphasizing the importance but also the need for organizations to advance ahead of competitors rather than merely keeping up. Innovation is highlighted as a key means of gaining competitive advantage and driving transformative change. The chapter further explores the evolution of virtual worlds, particularly focusing on the business opportunities presented by Augmented Reality (AR) and Virtual Reality (VR) technologies, and the potential of the metaverse to revolutionize digital marketing and reshape industries.

Suggested Citation

  • Yioula Melanthiou & Sergej Vasic, 2024. "The Metaverse in an Era of Volatility, Uncertainty, Complexity, and Ambiguity (VUCA)," Springer Proceedings in Business and Economics, in: Anna Zarkada (ed.), Marketing Solutions to the Challenges of a VUCA Environment, pages 147-161, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-58429-9_9
    DOI: 10.1007/978-3-031-58429-9_9
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