https://www.youtube.com/watch?v=VOzR63-nKhk
Business transformation in the wake of the coronavirus, consumer habits, and potential responses to new demands were among the topics discussed during the online conference “The New Era of Marketing: Agility and Touchpoints.”
The event, organized by the Graduate School of Business at Universidad ORT Uruguay, took place on Tuesday, March 23, 2021.
Dr. Teresa Cometto—Professor of Marketing at ORT and Country Manager at Unilever—spoke.
Respond efficiently and creatively
“Organizations need to focus on understanding what incentives people value most,” Cometto said.
The scholar noted that the pandemic changed consumers’ shopping habits and boosted e-commerce. She also discussed the “phygital” reality—that is, when the physical and digital worlds converge. “The boundariesbetween these two worlds are becoming increasingly blurred.”
Cometto also explained that the coronavirus has changed the way families, work, and school routines are organized. “We realized that life could be lived differently—in ways we would never have experienced had this pandemic not occurred. Faced with these demands, behavioral changes, and new needs, we have both the responsibility and the opportunity to respond efficiently and creatively. Organizations must become increasingly consumer-focused.”
Cometto emphasized the importance of coordination and agility in responding to demand, as well as strengthening companies' innovation and execution capabilities.
“People are the reason behind everything we do. If they choose what we offer, the company will thrive as a result. The numbers are a consequence of people’s choices, not the other way around.”
He also noted that the role of leaders is to “break down barriers,” help the team overcome obstacles, and keep it moving forward.