| These days, the term 'gamification' is increasingly, and at the same time, widely used in business. Globally, businesses are adopting gamification as the primary method in transforming business operations. Gamification refers to the practice of incorporating game concepts into non-game environments, such as a corporate website, online community, or company intranet, in order to boost employee engagement. Gamification aims to engage and motivate customers, staff members, and partners to encourage co-operation, sharing and interaction. Businesses utilize game elements, such as leaderboards, badges and rewards to recruit, onboard, and train new employees; to motivate compliance with administrative requirements, such as filing travel and expense reports, to engage remote teams and to improve employee performance. Gamification helps organization by encouraging the desired employee behaviour. This book considers the application of gamification and its implementation in the business context across global enterprises. It aims to explain the importance and applications of gamification towards the business context in areas including marketing, human resource management and financial services and provide an understanding of the essence of gamification in organizations, its role in the present. The book investigates the founded applications and games within the book chapters, based on the organizational behavioral context, international marketing management and financial services context. Furthermore, it presents practical real-world examples of application-based gamification for organizations in this book. Contents: Global Business and Gamification: An Introduction (Brinda Sampat, Vijay Pereira, and Abhishek Behl) Gamification in Personal Finance: A Global Perspective (Chandan Kumar Tiwari and Abhinav Pal) A Cross-Country Analysis of Gamified App Users across the Consumer Buying Journey: The Case of Nykaa and Boots (Ayushi Gupta and Ashish Gupta) Theoretical Foundations of Gamification in Global Employee Engagement (Manish Gupta) Gamification as a Global Business Strategy for Competitive Advantage (Manmeet Singh Khokhar, Abhijeet Agashe, and Vipin Gupta) The Future of Gamification in Organizations: A Scoping Review (Nirma Sadamali Jayawardena, Charitha Harshani Perera, Narayanage Jayantha Dewasiri, and P G S Amila Jayarathne) Gamification — It's a Continuum (Shreyas Korad) The Dark Side of Gamification: Ethics, Privacy, Surveillance, and Monitoring in the Use of Gamified Elements (Deepika R Gupta) Sustainable Gamification: Integrating User Type Model with Continuous Improvement of Process Cycles (Sattwik Mohanty) Global Customer Engagement Through Gamified Mobile Apps (A Case of Smytten App) (S Veeramangala and V Srikanth) Developing the Framework to Understand the Process of Artificial Intelligence-Empowered Gamification in Global Firms (Gourav Roy and Varsha Jain) Readership: Core and allied business and management disciplines: scholars and graduate students in Gamification in marketing, Digital transformation, Digital consumer behaviour, Digital Business Models, engagement in digital world; multi-disciplinary management scholars: PhD/FPM/DBA scholars, and experienced academicians belonging to all business streams. Dr Abhishek Behl is a researcher in the area of information technology and analytics. He has earned his second PhD from the Indian Institute of Technology, Bombay where his research is in the area of crowdfunding and gamification. Dr Behl is a winner of the prestigious 'Naik and Rastogi award for excellence in PhD' from IIT Bombay. He holds a rich experience in teaching, research and consultancy. He has taught subjects like Business Analytics; Marketing Analytics; Digital Marketing; Marketing Research. He has also served as a Senior Manager- Research at Centre for Innovation Incubation and Entrepreneurship, IIM Ahmedabad. His research is in the area of transforming digital landscapes and decision sciences with a focus on... |
