Digital Marketing. Metaverse and Corporate Diplomacy

Seminar paper from the year 2023 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Fachhochschule des bfi Wien GmbH (MBA Digital Transformation), course: MBA Digital Transformation, language: English, abstract: A report from the US Congressional Research Service has provided information for policymakers outlining important aspects and developments surrounding the metaverse. A briefing document is provided for an American Senator who will sit on the committee of a Senate hearing for Mark Zuckerberg. It summarizes current developments regarding characteristics, opportunities and risks of the metaverse. Additional perspectives are gathered from the literature. Three questions are formulated that should be asked to Mr. Zuckerberg as a representative of Meta on behalf of the Senator. Based on a recent essay, it is described what corporate diplomacy means and whether and how the concept would be relevant for the author's own company.

Dr. Hans-Walter Höhl offers consulting services as an independent freelancer for international companies and expert networks in the areas of pharmaceutical manufacturing, supply chains and their digital transformation. After joining Bayer in 1980, Dr. Höhl developed a broad background in divisions and central functions, where he led engineering positions in process development for active ingredients and polymers. He later joined the division Pharmaceuticals, where he held leading positions in international operations, supply chain management, manufacturing strategy, operational excellence and digitalization. In his last role, he was responsible for defining the manufacturing strategy and executing the digital transformation at key sites and functions. The corresponding digital roadmap was based on the experience gained at a pilot site in Italy, which was recognized by the World Economic Forum as a digital lighthouse factory in 2019. He retired in 2020. Dr. Höhl received his diploma and doctorate in process engineering from the Technical University of Braunschweig, Germany. In 2024, he earned an MBA in Digital Transformation from the University of Applied Sciences BFI Vienna, Austria.