...Mario D’Arco; Vittoria Marino Purpose This research explores the evolving role of brand packaging within the Metaverse, examining how digital and augmented realities reshape packaging design, consumer interaction, brand strategy, and operations management. Design/methodology/approach The study...

... control in operations management. Therefore, it is assumed that higher control intensities in operational units will lead to higher control intensities in R&D departments. Originality/value In turbulent market environments, companies need to set up organizational processes which effectively...