The Design of the Cyberphysical Navigator Model as a Sustainable Framework Enhancing Organisational Resilience

Global societal disruptions, such as the 2008 financial crisis and the ongoing COVID-19 pandemic, introduce discontinuity for organizations. In the contemporary turbulent post-COVID-19 societySociety, there is a critical need to establish resilienceResilience within the dynamics of organizational structuresOrganizational structure. Concurrently, advancements in technology and the pervasive connectivity-driven digitalizationDigitalization have transformed the organizational environmentEnvironment into a converged cyber-physical realityCyber-physical reality, blurring the boundaries between the digital and physical worlds. In this new reality, the management of internal and external communication becomes crucial for organizations to ensure resilience and agility. This context presents a unique opportunity intertwined with a considerable degree of complexityComplexity, thereby necessitating a new organizational adaptation. To address these challenges, this paper proposes the Cyber-physical Navigator ModelCyberphysical Navigator Model (CNM) as a comprehensive frameworkFramework that integratesAugmented Reality (AR) augmented and virtual realityAugmented and Virtual Reality (AR/VR), amplifiedAugmented Reality/Virtual Reality/Artificial Intelligence (AR/VR/AI) by artificial intelligenceArtificial Intelligence (AI)-driven man–machine interfacesMan-machine-interface, with the fields of cyberneticsCybernetics, design thinkingDesign Thinking (DT), and new workNew work. The CNM aims to support organizations in navigating through complex times, offering a more holistic approach to marketingMarketing management.