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.