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Benefits, Risks, and Future Perspectives. The Role of AI in Management Control
In many companies, management control is still perceived as a highly technological and standardized production process. But it’s often more focused on generating outputs than on how management will actually use them. What’s more, despite being a fundamental function, it’s not yet fully understood or valued. There’s too much operational workload, too much perceived distance from the business, ...
Digital Performance Management: New Tools, Old Challenges
Each new wave of digital technology typically triggers a torrent of hype, driven by inflated expectations about the innovation’s benefits. In response, scholars and managers often split into two camps: those who embrace change with little scrutiny, and those who adopt a more measured approach, emphasizing careful experimentation, practical application, and phased adoption (especially critical in ...
Signature Experience: An Augmented Customer Journey
Since 2018, in collaboration with JAKALA and other partners, SDA Bocconi has been researching the topic of customer experience, analyzing over the years the context in which it takes shape.[1] The "signature experience," a definition first introduced by our research, is the unique and personalized approach that every company should take to design all customer touch points (human, physical and digital). ...
Artificial Intelligence and the Administrative Side of Public Healthcare
There is no doubt that technological innovation in the digital domain is accelerating, and that applications of artificial intelligence (AI) could have a profound impact on society. The future holds the prospect of a different way of life from the one we know today, with potential changes in the way we are citizens (e.g., how we engage in political life or use public services), consumers (digital ...
Marketing, Quo Vadis?
Artificial intelligence is redefining marketing tools, processes, and skills, raising profound questions about the future role of the discipline. Starting from this scenario, a perspective is proposed that enhances the evolutionary resilience of marketing and reaffirms its strategic centrality. Indeed, marketing remains essential as a builder of trust, a generator of differentiation, and a guide to ...
Possible Metaverses: Archetypes and Use Cases to Go Beyond the Hype
The concept of the metaverse has undergone a sudden shift in perception, moving from being considered the new Internet[1] to being seen today as just another technological bubble.[2] Regardless of the inevitable enthusiasm that surrounds digital innovations, how can we interpret what is happening? What is the actual value of the metaverse? To answer these questions, it is necessary to clarify what ...