Empowering Digital Transformation: Proceedings of the 2025 GMA-GAMMA Joint Symposium, Hong Kong, July 24–27, 2025

This book contains selected papers from the 2025 Greek Marketing Academy and the Global Alliance of Marketing and Management Associations Joint Symposium (GMA-GAMMA2025) held from  July 24 to 27, 2025, in Hong Kong, China. It focuses on achieving a human-centered digital transformation by empowering people and integrating processes and platforms to foster sustainable prosperity for all. It challenges conventional thinking by offering novel conceptualizations, empirical evidence, and case studies from regions at various stages of digitalization and across different product, market, and industry contexts. The book aims to equip decision-makers and academics with the tools to navigate the increasingly blurred boundaries between humans and computers, businesses, institutions, and society, and the traditional, platform, attention, and experience economies. The chapters span operations, marketing, and management and bring together a variety of country context and industries undergoing digital transformation.