Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic literature review with bibliometric analysis to examine a sample of 96 studies from the SCOPUS database to identify research activity on this topic until December 2022. It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals. For instance, the results show that adopting approaches such as fuzzy marketing or the fuzzy marketing mix model enhances the company’s capability to build stronger customer relationships, enhance profitability, and improve marketing performance.

Gamification has emerged as a significant tool for enhancing employee motivation, engagement and performance. While previous research has predominantly focused on gamification in single organisations, this study investigates how gamification may contribute to strategic alignment in outsourcing contexts. Drawing on an in‐depth case study of a 3‐year gamification initiative implemented by a global telecommunications company to engage employees from its outsourcing partners, the paper explores how gamification was used to align employees' behaviours with organisational objectives. The research combines semistructured interviews with employees in diverse roles and direct observation of the gamification platform. The findings reveal that participants generally perceived gamification as useful for alignment purposes and viewed its effectiveness as influenced by the fit between game design elements and strategic goals, workplace dynamics and employee roles. The study highlights the role played by middle managers, who acted as translators, facilitators or blockers and interorganisational bridgers—conceptualized as gamification brokers. These roles were seen as key to how the gamification initiative was designed, translated and integrated into business operations, and how it was experienced and enacted across organisations. The study proposes a conceptual model that suggests how gamification systems, contextual factors and managerial brokerage may influence employee engagement and alignment outcomes in outsourcing. This grounded model offers a foundation for future studies. Practical guidance is provided for designing inclusive, adaptable and ethically sound gamification strategies in outsourcing contexts.