These days, the term "gamification" is increasingly, and at the same time, widely used in business. Globally, businesses are adopting gamification as the primary method in transforming business operations. Gamification refers to the practice of incorporating game concepts into non-game environments, such as a corporate website, online community, or company intranet, in order to boost employee engagement. Gamification aims to engage and motivate customers, staff members, and partners to encourage co-operation, sharing and interaction. Businesses utilize game elements, such as leaderboards, badges and rewards to recruit, onboard, and train new employees; to motivate compliance with administrative requirements, such as filing travel and expense reports, to engage remote teams and to improve employee performance. Gamification helps organization by encouraging the desired employee behaviour. This book considers the application of gamification and its implementation in the business context across global enterprises. It aims to explain the importance and applications of gamification towards the business context in areas including marketing, human resource management and financial services and provide an understanding of the essence of gamification in organizations, its role in the present. The book investigates the founded applications and games within the book chapters, based on the organizational behavioral context, international marketing management and financial services context. Furthermore, it presents practical real-world examples of application-based gamification for organizations in this book.
Dr Abhishek Behl is a researcher in the area of information technology and analytics. He has earned his second PhD from the Indian Institute of Technology, Bombay where his research is in the area of crowdfunding and gamification. Dr Behl is a winner of the prestigious "Naik and Rastogi award for excellence in PhD" from IIT Bombay. He holds a rich experience in teaching, research and consultancy. He has taught subjects like Business Analytics; Marketing Analytics; Digital Marketing; Marketing Research. He has also served as a Senior Manager- Research at Centre for Innovation Incubation and Entrepreneurship, IIM Ahmedabad. His research is in the area of transforming digital landscapes and decision sciences with a focus on gamification, stakeholder engagement, sustainability, and e-commerce start-ups.
Dr Brinda Sampat is an Associate Professor at the NMIMS Centre for Distance and Online Education, NMIMS University, Mumbai, India. Her research interests are at the interface of Information Systems and Marketing Management which primarily focuses on areas related to consumer adoption and diffusion of emerging technologies (AI, mobile health, wearable devices, social media) and digital innovations through the lens of emerging economies. Her research has been published in Journal of Travel Research, Journal of Bank Marketing, AIS- Transactions on Human-Computer Interactions, Personnel Review and many more leading journals.
Vijay Pereira is Senior Professor and Associate Dean at Kedge Business School, Paris, France, and Director of Kedge India. He also holds the adjunct positions of Distinguished Full Professor at the Goa Institute of Management (GIM), India, and the University of South Pacific, Fiji, apart from a Visiting Professorship at the Indian Institute of Management, Indore, India. He was Associate Dean (Research) at the Australian University of Wollongong (Dubai campus); a Professor at Khalifa University, Abu Dhabi, who helped set up the School of Management; and a Distinguished Full Professor of International and Strategic Human Capital Management and Department Chair of People and Organizations at NEOMA Business School, France. Professor Pereira was in the top 1 percentile of publishing scholars in business and management globally for 2019–2024 and the highest-ranked publishing scholar in Europe for the same period (P-rank). He is the Editor-in-Chief of the International Studies of Management and Organizations (ISMO) journal and the Global Real-Impact Editor of the Journal of Knowledge Management. Professor Pereira is also on the editorial and advisory board of the Production and Operations Management (POMS) journal and the Journal of Management Studies (JMS) (both listed in the Financial Times ranking). Besides these, he sits on the editorial board of the British Journal of Management, the International Journal of Human Resource Management, and the Asia Pacific Journal of Management, among others. Professor Pereira is also the Book Series Editor of the prestigious Springer Nature and Palgrave Studies in Global Human Capital Management. With a record of attracting extensive funding globally and having consulted for various multinationals and governments, Professor Pereira has also published widely in over 250 outlets and has edited 20 special issues and 10 books. His work has been included in leading international journals such as Human Resource Management (US), the Harvard Business Review, the MIT Sloan Management Review, and the Journal of Business Ethics (all Financial Times ranked). He has also published in the Academy of Management journals, the Academy of Management Perspectives and the Academy of Management Discoveries. Professor Pereira was elected the Vice President of the Academy of International Business (AIB) for the Middle East and North Africa (MENA) for the last five years and now sits on its advisory board. He is also the President-Elect of the Indian Academy of Management, an affiliate of the Academy of Management US. He has also been elected President/Chair of the Academy of International Business (AIB) Western Europe.
