Eva Tomaseti Solano
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About
Dr. Eva Tomaseti Solano is a leading scholar at the intersection of strategic marketing and technological innovation, with a primary focus on how hospitality and service firms can navigate the disruptive forces of Industry 4.0. Her research centers on the critical capabilities of agility and proactive market orientation, arguing that these strategic postures are essential for organizations to effectively integrate advanced technologies like robotics and artificial intelligence. In her highly influential work, including her 2025 paper "Aligning agility and proactive market orientation to get ready for Industry 4.0," she provides a pioneering framework that moves firms from reactive lagging to proactive logging of technological readiness. This contribution is particularly vital for the hotel industry, offering a roadmap for leveraging digital transformation to enhance operational efficiency and guest experience. With over 100 citations to her name, Dr. Tomaseti Solano’s insights are shaping how managers and researchers understand the strategic prerequisites for success in an increasingly automated world. Her work stands as a crucial guide for any organization seeking to thrive, not just survive, in the Fourth Industrial Revolution.
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