Armand Faganel
Head of Marketing Department, Faculty of Management, University of Primorska, Cankarjeva 5, 6000 Koper, Slovenia
DOI: https://doi.org/10.31410/EMAN.2018.547
2nd International Scientific Conference – EMAN 2018 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 22, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty – Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-11-0
Abstract
Moderni potrošniki so tisti, ki dejansko upravljajo današnje trge. Vedno obstajajo določene spremembe v širšem okolju, najsibodo to preference potrošnikov, tehnologije ali podpornih ekosistemov. To so razlogi, zakaj morajo organizacije prilagajati svoje procese in ravno tu se prične disruptivni marketing. Če smo odkriti predstavlja disruptivni izziv bolj poslovni model, kot pa marketinški pristop. Tiste organizacije, ki skušajo uporabiti disruptivni marketing, bi morale spremeniti tudi svoje izdelke, komunikacijo, morda prodajno pot. Disruptivno marketinško strategijo bi lahko definirali kot proces, kjer se vse spremembe zgodijo najprej v organizaciji, šele na koncu pa je vrednostna ponudba predstavljena potrošniku. Spremembe vedno predstavljajo določeno stopnjo tveganja, obdržati obstoječe stanje pa je lahko še bolj tvegano. Disruptivne inovacije vsebujejo potencial za ustvarjanje močne rasti, vendar zahteva visoka stopnja neuspešnosti pazljivo načrtovanje in sprejemanje odločitev. Rezultati razprave prispevajo k razumevanju področja z obširnim pregledom aktualne literature očrtujejo možne smeri nadaljnjega razvoja discipline. Poglavitna metoda je bila vsebinska analiza dostopne literature, z razlago določenih novejših terminov, kot so ambidexterity, managerska kognicija, sodelovalna potrošnja.
Key words
disruptivni marketing, marketinška strategija, poslovni model, potrošniški trg, tveganje, organizacije ki širijo meje
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