Mark Slatin sits down with Dr. Gerard Athaide, professor of marketing at Loyola University Maryland, to explore why strategy must come before technology.
Gerard explains why leaders should begin with an honest assessment of where customers are struggling before investing in a new platform, automation, or AI solution.
He also introduces the 3A framework for digital innovation: acquisition, analysis, and activation.
Learn why technology alone will not improve the customer experience, how leaders can focus limited resources, and why human judgment and organizational culture remain essential.
Research referenced:
Marketing Innovations and Digital Technologies:
A Systematic Review, Proposed Framework, and Future Research Agendahttps://doi.org/10.1111/jpim.12741
Gerard Athaide’s Loyola University Maryland faculty profile:https://www.loyola.edu/sellinger-business/faculty-research/directory/athaide.html
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