This literature review aims at reflecting on current issues about how Civil Aviation Industry manages the notion of Risk. In face of recent indisputable challenges, such as COVID-19 Pandemic, geopolitical and energy crisis as well as unpredictable markets, but also chronically experienced volatility, uncertainty, complexity and ambiguity, as the main characteristics of the aviation operational environment (VUCA World), Aviation industry has to accept that this is the norm and consequently, do more. We suggest the adoption of the Sustainability-Ethics-Resilience, SER, aviation specific, overarching approach for managing Safety Risk, as an evolution of the generalized business model of ESG, and we provide reasons and solutions for that, based on evidence from the academic and the operational world. A systematic, five-step research method process for literature review has been used. We have taken into consideration article publication year 2017 onwards, and some classical ones from earlier on, using credible academic databases, complemented by statistical data, data on contemporary approach to safety risk management, as well as other aviation related data from aviation dedicated sites and official websites of multiple aviation key stakeholders.

This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards, especially, to social media and mobile marketing. A new structured approach is proposed on how businesses can stay up to date, exploiting the advantages, while minimizing the effects of disadvantages, of an almost inescapable decision to adopt, develop and implement a Digital Marketing Strategy. Future in marketing seems to embrace augmented and virtual reality as it’s natural progression, therefore, technology along with development and adoption of specific organizational capabilities and management tools respectively, integration of robust business processes, such as effective media derived data conversion and resource transformation exchange, and certainly, acquisition of invaluable human expertise, provide a solid basis for businesses to stay competitive in a fast changing and challenging marketplace. A systematic, five-step research method process for literature review has been used, taking into consideration article publication year 2020 onwards, from credible academic database sources.