1st Workshop
of the
Digitalization, Organization and Territories (DOT) Cluster

The Digitalization, Organization and Territories (DOT) research cluster presents its first workshop, exploring how digital technologies (AI, IoT, and data-driven platforms) are transforming organizations, markets, and ecosystems. The rise of phygitalization (the fusion of physical and digital spaces) redefines interactions, blending personalized experiences with new challenges like privacy concerns, automation trade-offs, and shifting consumer control (Batat et al., 2023; Gamage et al., 2025).

This multidisciplinary event brings together scholars and practitioners from marketing, information systems, economics, and beyond to examine the organizational, economic, and societal impacts of digitalization. The workshop encourages cross-disciplinary dialogue, multi-level analyses (from individuals to ecosystems), and diverse methodological approaches to address emerging tensions in hybrid environments.

Call for papers:

Please find the call for papers available here!

Topics of Interest:

We invite conceptual, qualitative, quantitative, and mixed-methods research addressing, but not limited to, the following topics:

• Experiential marketing in physical and hybrid environments
• Paradoxes of experience (e.g., privacy vs. personalization, control vs. autonomy)
• Generative AI and experiential marketing
• Behavioral economics of immersive and sensory-rich environments
• Economic value of experiential investments (e.g., ROI of experiential marketing and store digitalization)
• Phygital transformation in financial services (e.g., banking, insurance, payments, wealth management)
• Regulation, compliance costs, and governance of phygital financial experiences

Key dates:

• Submission deadline: June 30, 2026
• Notifications : September 5, 2026
• Workshop: November 19-20, 2026

Fees:

The workshop is fee free. However all transport and accomodation fees should be covered by the participants.

Submission Guidelines:

Authors are invited to submit extended abstracts (3–5 pages) or full papers (up to 10,000 words). Submissions should clearly state the research question, theoretical positioning, methodology, and expected contribution to the understanding of physical and/or phygital consumer experience.

All submissions will be peer-reviewed by the workshop’s scientific committee.

Platform of submissions 

Registration link:

To register for the event, please click on this link.

Scientific comittee:

• Marie-Hélène BROIHANNE, EM Strasbourg Business School, University of Strasbourg, France
• Abel FRANCOIS, EM Strasbourg Business School, University of Strasbourg, France
• Anaïs HAMELIN, EM Strasbourg Business School, University of Strasbourg, France
• Imad HARAOUBIA, EM Strasbourg Business School, University of Strasbourg, France
• Maxime MERLI, EM Strasbourg Business School, University of Strasbourg, France
• Jessie PALLUD, EM Strasbourg Business School, University of Strasbourg, France
• Joël PETEY, EM Strasbourg Business School, University of Strasbourg, France
• Daria PLOTKINA, EM Strasbourg Business School, University of Strasbourg, France
• Jean-Loup SOULA, EM Strasbourg Business School, University of Strasbourg, France
• Tony VALENTINI, EM Strasbourg Business School, University of Strasbourg, France