Digital leadership and sustainable market shaping

: Kaartemo, Valtteri; Mele, Cristina; Russo-Spena, Tiziana

: Munoz, J. M.

Publisher: Edward Elgar Publishing

: 2025

: Digital Leadership: Concepts and Cases

: 110

: 127

: 978-1-0353-2123-0

: 978-1-0353-2124-7

DOI: https://doi.org/10.4337/9781035321247.00014

: https://doi.org/10.4337/9781035321247.00014

This chapter explores how smart nudging can promote sustainable market shaping. It highlights the role of cognitive technologies such as artificial intelligence, machine learning, and robotics in fostering transformative changes in market practices. The chapter situates this discussion within the context of service ecosystems, emphasizing the need for holistic approaches to sustainability that involve designing and shaping markets through digital strategies. By combining the concepts of smart nudging and digital leadership, the chapter contributes to understanding how digital tools can be leveraged to achieve sustainable market transformation, thus filling a gap in existing research on the intersection of cognitive technologies, market shaping, and sustainability.