By Jose Maria Visconti Caparros
Director of Marketing Category at ESIC and of programs in the areas of Digital Marketing and Digital Business
PWhen it comes to changing and unstable contexts, BANI is the concept that has replaced VUCA . And this general feeling that everything is fluid and without clear contour lines especially affects people who work and want to train, but also companies that demand them to make their projects a reality. At ESIC Business & Marketing School we pay attention to the challenge and try to contribute our understanding of these phenomena by offering our Master in Digital Marketing , a program that resolves these types of crossroads, aware of the importance of evangelizing about the spirit of lifelong learning . Let us take as an example the complex implications of the following reflection on experiential digital marketing.
Navigating the transition from VUCA to BANI in digital marketing
VUCA and BANI are acronyms used to describe bosnia and herzegovina number data certain environments or contexts in the world of business and organizational management, particularly in complex and changing situations:
VUCA represents an environment that is: Volatile – rapid and unpredictable changes, Uncertain – unpredictable and unknown events, Complex – multiple interconnected factors that are difficult to understand, and Ambiguous – situations that can be interpreted in multiple ways.
BANI , an update of VUCA to better reflect the current era, stands for: Fragile – what seems solid can easily break, Anxious – constant worry about the future, Non-linear – small causes can have large unpredictable effects, and Incomprehensible – the world is confusing and difficult to understand.