Editorial: Is South Asia ready for the next universe – metaverse? Arguments and suggestions for further research
Sudhir Rana, Maduka Udunuwara, N.J. Dewasiri, Muhammad Kashif, Mananage Shanika Hansini Rathnasiri · South Asian Journal of Marketing · 2022
A transformation indicates a complete cultural change regarding delivering value to the customers and stakeholders (Tabrizi et al., 2019).We are in a dynamic world where businesses and consumers change almost daily.Organizations, irrespective of the size and sector, embrace these transformations via infrastructure development, adopting suitable strategies and trying their best to capitalize upon these moves.One of the most significant transformations in the last two decades is digitalization.Many organizations have transformed themselves through digital, phygital or physical ways of doing business.Not only this, but digital transformation has also brought many opportunities and challenges to both business scholars and practitioners.Digital transformation can be explained as digitalization or innovation applied over time to significantly change business operations in organizations or an entire industry (Osmundsen et al., 2018).Many scholarly discussions are directed toward digital transformation (Reis et al., 2018;