Vaccinated: Marketing Workforce Hybridization (Published)
With a hybrid workplace model, employers offer exceptional workplace places, create greater collaboration and community for workers and showcase an example of the modern workplace that is digitally flexible and hybrid.This article aims to explore how the organizations and workers impacted by the long-term impact of the pandemic have accelerated the work-from-home movement and exacerbated organizational issues associated with remote work. This study used qualitative content analysis methods and relied on recent remote work research articles, digital surveys, and interviews. This article provides a viewpoint based on the authors’ professional experiences in academia and the industry. This narrative review aims to underscore how the pandemic brought lasting workforce changes, including the prevalence and permanence of remote and hybrid work. The article aims to present how companies are moving toward a hybrid workforce, capitalizing on both the collaborative nature of in-person work and the flexibility of telecommuting. This research aimed to study the new work models providing opportunities to supercharge customer intimacy, workers’ engagement, and productivity. This study finds that the worker’s challenges regarding job satisfaction, productivity, and organizational commitment work in progress as the COVID-19 pushed organizations into unprecedented and unplanned remote work, and hybrid work is the best remedial approach.The article adds to the body of knowledge regarding remote work in organizations focused on the new hybrid work environment created by the global pandemic. The result of the study recommends that organizations create a level playing field for workers, regardless of their location, empower managers, and care for workers as their highest priority not only structurally but in ways of workspaces, working, and culture for hybrid work. The general discussion includes the conclusions from the study for further qualitative and quantitative investigations with significant implications for academicians, practitioners, and policy makers.
Citation: Mohammed Nadeem (2022) Vaccinated: Marketing Workforce Hybridization, British Journal of Marketing Studies, Vol. 10, Issue 3, pp.14-24
Keywords: hybrid work; work from anywhere; future of work; remote work; Covid-19 vaccination, new normal
New Normal Chief Marketing Officer (CMO): Branding Cybersecurity as a Return on Trust Beyond Pandemic? (Published)
The Covid-19 pandemic has changed the business world and Cyberattacks are becoming diversified and sophisticated. With widespread digitally remote-work phenomena and lack of an organization-wide comprehensive Cyber risk strategy, the data protection, trust, and brand reputation are at risk. The purpose of the study is to explore Cybersecurity as a Return on Trust and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing perspective? (2) How to scale customer trust and best engage with customers without sacrificing sensitive information? (3) How to maximize the role of empathy in an economic downturn while maintaining a brand reputation? This study examined the CMO’s new normal strategy for an extraordinary audience reaches with creativity to re-introduce the brand’s value for all the stakeholders. The results of the study revealed stand-out brand delivery and maintenance of striking motivated employees for competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while passionately connecting with customers. Findings offer guidance to the CMO’s in cyber risk mitigation for robust business value, customer satisfaction, and the strengthening interconnections with public health, economy, and government. The study concludes that the new normal CMO act as a hub of collaboration to help advance brand delivery preparedness for future disasters by actively responding to customers’ voices and changing behavior for a sustainable future. Key implications for academics, practitioners, and policymakers are discussed.
Keywords: Branding, Chief Marketing Officer, Cybersecurity, Empathy, Trust, new normal