2026-06-10T11:36:16.261Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:1057 2015-02-22T12:46:45Z 1

Knowledge as a Source of Value in Marketing Channel Digital Transformation Process 2012 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/1057 J. Stanković J. Đorđević-Boljanović Contemporary companies are doing their business in so-called digital economy – “digeconomy”. Technology has been the most powerful driving factor of running business and process development for quite a long period of time. It is not a mere factor of help and support, but also a factor of change in a marketing channel subjects’ behavior. Digital transformation process covers changes in four key business areas, “4c” of digital transformation, which are commerce, content, business community and collaboration. Besides the evolution of marketing channel intermediaries, digital transformation process affects the roles and behavior of clients while doing their business transactions and communication. This paper presents results of recent carried out researches on the importance of knowledge factor in digital era. conferenceObject ISSN:1848-5278