J Mark Munoz’s scientific contributions

Companies must embrace digital transformation and adapt to new consumption behaviours to survive. This calls for a rethinking of their business models while facing the risk of disruption, handling activist consumers and their expectations, and adopting daring transdisciplinary approaches to tackle business complexity. To do this, three counterintuitive paradigm shifts are recommended. First, CEOs of leading companies should prepare and accelerate the death of their market to hedge against the risk of disruption. Second, the recent changes in consumption behaviours coming from new generations of consumers call for a whole new approach of brand communication. To ensure data collection and hedge against public scandals, it requires a political philosophy of public relations with effective feedback loops. We also suggest a model to compare companies based on their ethical appeal. Third, as products and services become increasingly sophisticated, companies need to find creative ways to lead a market. They need to combine the expertise of both data scientists and social scientists in a cross-disciplinary way to develop cutting-edge solutions.