Chapter 1: Introduction: Business Strategies and Ethical Challenges in the Digital Ecosystem

Business Strategies and Ethical Challenges in the Digital Ecosystem developed progressively and became vital in academic research and management practice in a new normal. The playing field for managers and entrepreneurs has changed and become progressively complex due to the technological advancements and social issues they have to deal with in the current international market. Artificial intelligence has been used to create pathways into the private spaces of consumers allowing the application of Big Data Analytics as a tool to monitor and interact with consumers, businesses, competitors and every other stakeholder to improve business performance. Being computer-savvy has become a must at all levels of the workforce. But technological advancements are not the only ones challenging traditional management and organisational theories. Concepts like open innovation, the share economy and sustainability are also pushing practitioners to think innovatively.