LOUZZANI, SarraAlliouche, Rachid ( Directeur de thèse )2024-05-192024-05-192021-06https://dspace.hec.dz/handle/123456789/374the emergence of new technologies have made the world of business fall into a competition of rapidity, process accelerating and fast deliveries , through automation and the use of machines where burst the fear of being less human and forgetting that our client is a human first. Therefore ; marketing today is moving toward more client centricity , and is aiming to be more human centric, where comes the talk about empathy-based marketing , a type of marketing that focuses more on client psychology, and seeks a deep understanding of him. To achieve that deep understanding of the client we need to understand first his era and how is it effecting him. In our research we will explain the characteristics of digital transformation era and its impact on client behavior, lifestyle and expectation. As well as its impact on business process and modeling . then we will deeply define and talk about empathy-based marketing definition and highlight its importance in the current erafrEmpathy-based marketingInnovationDesign thinkingApplication mobileThesis