The rapid diffusion of generative artificial intelligence (GenAI) is reshaping organisational systems and digital transformation strategies, yet it remains unclear which organisational conditions are associated with long-term competitive performance in business-to-business (B2B) contexts. This study adopts a systems-informed perspective and examines how ethical governance, environmental dynamism, exploratory and exploitative innovation, and GenAI adoption are associated with long-term competitive performance in B2B firms. Using survey data from 104 Portuguese B2B managers and Partial Least Squares Structural Equation Modelling (PLS-SEM), the findings show that ethical governance is the strongest organisational correlate of long-term competitive performance, underscoring the central role of governance structures in responsible GenAI use. GenAI adoption is positively associated with performance, but its role is complementary rather than dominant. Exploratory innovation does not show a significant direct association with performance; instead, its association with performance operates through GenAI adoption in the estimated model, suggesting that experimentation becomes more performance-relevant when translated into digitally enabled routines. In contrast, exploitative innovation is directly associated with performance through incremental efficiency mechanisms. These findings challenge technology-deterministic assumptions and suggest that long-term competitive performance in B2B firms is more closely associated with the organisational alignment of governance structures, innovation capabilities, and GenAI adoption than with technology adoption alone.

This chapter delves into the intriguing intersection of luxury tourism and gamification, examining how the incorporation of game elements and mechanics can transform the landscape of high-end travel experiences. It provides a comprehensive overview of both gamification fundamentals and the nuances of luxury tourism, highlighting their convergence and symbiotic relationship. Through a thorough exploration of successful case studies, this chapter showcases how gamification strategies can be harnessed to elevate the luxury tourism industry. We delve into the motivations driving the adoption of gamification in luxury tourism and explore innovative strategies for seamlessly integrating game-like elements into high-end travel experiences. Moreover, this chapter critically addresses the ethical considerations and challenges associated with gamification in this context, emphasizing the importance of responsible implementation. As luxury travelers increasingly seek personalized, immersive, and memorable experiences, this chapter illuminates how gamification can cater to their desires. By enhancing interactivity, personalization, and customer loyalty, gamified luxury tourism experiences are poised to shape the future of the industry. This exploration concludes with insights into emerging trends and the limitless potential that gamification holds for the ever-evolving world of luxury tourism.

This study examines key competencies in tourism, highlighting the balanced value of technical (hard) and interpersonal (soft) skills. In tourism, where customer interaction and cultural sensitivity are paramount, a multidimensional skill set enhances employability and organizational competitiveness. Findings show that technical skills, such as operational and financial expertise, are essential for efficiency yet insufficient alone to meet complex industry needs. Soft skills—communication, adaptability, teamwork, and problem-solving—are critical for customer satisfaction and positive client experiences. Moreover, competencies like emotional intelligence and leadership are vital in multicultural settings. The study suggests educational programs should integrate both skill types to better align with industry demands. This competency-based approach benefits not only tourism but also broader workforce development, promoting sustainable growth through adaptable, well-rounded professionals.

The rapid evolution of ICT has transformed consumer behavior, particularly in how they search for information and make purchasing decisions. This study examines digital marketing's role in improving organizational performance and customer relationships. It highlights the importance of dynamic capabilities adaptive, absorptive, and innovative enabling organizations to stay ahead of trends and integrate new technologies. Digital marketing offers measurable results for real-time strategy adjustment. Combining digital and traditional marketing techniques enhances customer engagement. The success of digital strategies depends on a robust ecosystem of technology, skilled personnel, and organizational culture. A well-defined strategic plan, including SEO, paid advertising, and data-driven analytics, is essential for achieving visibility and engagement. This study offers a framework for businesses to adapt and innovate, strengthening their digital presence and ensuring growth.

This chapter explores the critical role of financial planning, highlighting core concepts, essential tools, challenges, and current trends. Effective financial planning serves as a decision-making framework, enabling management to prioritize goals and adapt strategies to internal and external dynamics. By creating budgets and consistently monitoring financial indicators, organizations can evaluate performance through metrics like profitability, liquidity, and operational efficiency. These tools identify areas requiring improvement and guide the implementation of corrective measures to achieve desired objectives. The chapter emphasizes that financial planning fosters transparency and accountability, vital for attracting investors and building trust among shareholders and stakeholders. It enables organizations to anticipate challenges, adapt to shifting market conditions, and reduce uncertainty, thereby enhancing resilience and strategic agility.